Sprite feels the burn

Fizzy drink brand Sprite has unveiled this fun and frenetic spot celebrating, created by WPP Open X/Atlanta, which salutes thrill-seeking spice lovers.

The bold global campaign splices together comedic scenes and scientific imagery with a punchy edit, paired with a playful narration from an eccentric ‘scientist’ as he explains the strange phenomenon of those who find pleasure in pain.  

Tapping into Gen Z's passion for hot food, the spot showcases how only Sprite's intense lemon-lime fizz delivers the ultimate, undiluted pleasure in the burn of spicy food that "Hurts Real Good."