Sprite and Coca-Cola are fighting online hate with a little love.
Earlier this year, Sprite, which is owned father company Coca-Cola, released a new campaign titled “I Love You, Hater,” according to AdNews. While the global ad, which was made in Argentina, released in January, many news sources missed it, according to Queerty.
The ad is the first gay-inclusive commercial from Sprite and celebrates not only gay love but love in the face of adversity. The campaign was produced by Argentinian creative agency Santo Buenos Aires and directed by Anonymous Content’s Karim Huu Do.
The ad’s video starts with interviews with several athletes and artists. This includes Spanish Olympic swimmer Rocio Velázquez, Swedish surfer Liz Romer, English rapper Tyrus McKenzie, Spanish LGBTQ activists David Perez and Marius Caralt, and soccer player Sant Gabriel.
The video plays the Beatles’ iconic “All You Need Is Love” in the background as each interviewee is called hurtful words and mocked online.
Each person then responds to the hateful messages with a simple thought, “I love you.”
This new “love in the face of adversity” campaign is currently running across print, TV, social media, and other places like park benches and billboards.
You can watch the video down below.
If you're interested, here's more information about the crew behind the video.
CREATIVE AGENCY: Santo Buenos Aires
PRODUCER: Ella Sercovich
EXECUTIVE CREATIVE DIRECTOR: Rafael Santamarina, Juan Ignacio Etchanique
CHIEF CREATIVE OFFICER: Maxi Itzkoff
CREATIVE DIRECTOR: Juan Manuel Quintero Betancur, Javier García
PRODUCTION DIRECTOR: Leandro Sussman
ACCOUNT DIRECTOR: Sabrina Santos
GENERAL ACCOUNT DIRECTOR: Florencia Spinetta
PRODUCTION COMPANY: Anonymous Content
EXECUTIVE PRODUCER: Lori Stonebreaker, Kerry Haynie
DIRECTOR: Karim Ho Doo
DOP: Mattias Rudh
PRODUCER: Malachy McAnenny
STYLIST: Laura Vandall
OFFLINE EDITOR: Leila Sarraf, Alejo Hoijman
POST PRODUCTION COMPANY: MPC
COLOURIST: Ricky Gausis
MUSIC COMPANY: Ballad / Bamba
