Sprite is bringing its legendary Obey Your Thirst message to the gridiron in a bold, resonant campaign starring Super Bowl LIX MVP and Philadelphia Eagles quarterback Jalen Hurts. The new spot, titled Success Hurts, marks Sprite’s first significant move into NFL territory, and its first-ever partnership with a pro football athlete.
Developed by a creative powerhouse collaboration between Majority, WPP Open X, Ogilvy New York, VML, and Publicis Groupe, the ad continues Sprite’s mission of celebrating individuality, authenticity, and rising above the noise.
“Jalen shows up as his true self at all times,” said A.P. Chaney, Senior Creative Director, Sparkling Flavors, Coca-Cola North America. “His leadership and refusal to conform makes him a perfect fit for Obey Your Thirst.”
In the Sprite spot, Jalen Hurts is relentlessly pursued by fictional reporter Thirsten A. Sip, who hounds him with offbeat and invasive questions—at a press conference, on the red carpet, even while getting fitted for a suit. But Hurts stays composed and unfazed, embodying the quiet confidence that’s defined his career.
“Jalen never claps back,” said Chris Keyes, Creative Director, Sparkling Flavors. “He rises above with calm and focus—no shortcuts, no distractions.” But Success Hurts isn’t just about Hurts keeping cool under pressure, it’s a broader commentary on the micro- and macro-aggressions faced by Black and Brown athletes in the spotlight. Watch below:
“Even at the height of his game, Jalen still faces heightened scrutiny and pressure to prove his worth,” added A.P. “This campaign lets us tell that story in an authentic, honest way.”
Initially launched in 1994, Obey Your Thirst quickly became a cultural touchstone, encouraging young people to trust their instincts and own their identities. The 2024 revival returned with a fresh generation of voices, including NBA star Anthony Edwards and track & field icon Sha’Carri Richardson, reflecting a broader spectrum of self-expression.
Now, Sprite is expanding that spectrum even further. “There’s a yin and yang with Jalen and Anthony,” said A.P. “AE brings outspoken swagger. Jalen is reserved, methodical. With both, we’re showing different expressions of authenticity—different ways to obey your thirst.”
Success Hurts is now live across linear TV, social, streaming, and digital platforms, with more content planned as part of Sprite’s multi-year partnership with Hurts.
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