ATLANTA, Ga. - Six of the top performers in rap music, including both contemporary and oldschool artists, have come together in a ground-breaking new advertising campaign for Sprite, featuring the popular animated series "Voltron: Defender of the Universe."
The television creative integrates live action and high-tech animation to tell a story through a serial-styled series of five connnercials which pit the evil King Zarkon -- who is calling for the demise of Hip-Hop -- against Voltron, a giant, space-age robot warrior made up of five robotic flying lions.
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In the Sprite campaign, the red lion is piloted by rap artist Common, hailing from the Midwest; Fat Joe of New York, representing the East, flies the green lion; Mack 10 of Los Angeles pilots the yellow lion, of the West; and flying the blue lion from the South is The Goodie Mob. Representing the wisdom, legacy and longevity of Hip-Hop is the black lion, commanded by Afrika Bambaataa of Soul Sonic Force fame, accompanied by Jazzy Jay.
"The commercials celebrate each artist's individuality, much like the 'Obey Your Thirst' attitude of Sprite, and the coming together of the different factions of Hip-Hop," said Pina Sciarra, Sprite brand manager, Coca-Cola USA. "The series is innovative, suspenseful and fun, and we think fans of animation and Hip-Hop alike will really enjoy it."
A TV and print ad teasing the new campaign began running July 20 with King Zarkon stating, "It's time to wipe out this Hip-Hop culture." The serial begins with the first spot airing on August 10, and with additional ads debuting approximately every three weeks until the network premiere of the last installment on November 8. The ads then will continue to run into 1999.
In the story, King Zarkon, the evil villain from the planet Doom, sends his Robeast to Earth to destroy every facet of the Hip-Hop culture, namely the rhyming, deejaying, breakdancing and graffiti art. Each of the lions initially takes on the Robeast alone and are defeated. The black lion determines that their only hope of victory over this "playa hata" is if they unite. The lions then come together to form Voltron, and they take on the Robeast ... to be continued!
Created by Burrell Communications Group of Chicago, the campaign also includes 30- and 60-second radio spots and print advertising.
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The television creative integrates live action and high-tech animation to tell a story through a serial-styled series of five connnercials which pit the evil King Zarkon -- who is calling for the demise of Hip-Hop -- against Voltron, a giant, space-age robot warrior made up of five robotic flying lions.
