The campaign is the brand’s first-ever global marketing push as well as Drake’s first worldwide deal, reports Billboard.com.
“My management brought it to me and explained the initial idea and the message behind it and I was all for it,” Drake tells the Web site. “The campaign is really about creativity through music and film and promotes fresh thinking and originality. I guess they recognized my potential based off what has happened with my music career in the last year. I think it’s a great thing to be responsible, in a way, for exciting young kids.”
Drake’s commercial, titled “Unleashed,” features the MC struggling to find inspiration in the studio while recording his hit song “Forever.” Drake drinks a Sprite and morphs into an animatronics model with the Sprite traveling through his body and exploding through his heart, which is in the shape of a large speaker. The model reassembles, helping unleash Drake’s lyrical prowess with the delivery of the song’s intro line: “Last name Ever/First name greatest.” [Watch commercial and behind-the-scenes footage below.]
“It happens all the time — it’s the beautiful struggle,” says Drake of having similar real-life experiences like the one depicted in the commercial — which will air in a 30 and a 60 second version. “For an artist who’s a perfectionist — much like Lil Wayne, who I take my inspiration from — you may sit there for 20 minutes or three days writing. I’m working on a song right now with such a strong hook that I’ve been trying to match the energy of what I have so far for days.”
Drake is also partnering with Sprite for its “Step-Off” competition in Atlanta, which awards $1.5 million in college sponsorships. The program has been running since last fall and takes place at historically black colleges. Drake will be a judge and will also perform at the finale.
Additionally, Drake will also judge and perform as part of the first-ever Sprite Slam Dunk Showdown being held tonight as part of this year’s NBA All-Star game. Drake will judge alongside NBA player LeBron James and former NBA player Darryl Dawkins. He will perform live after the Sprite Slam Dunk Showdown.
“Unleashed” will run in four markets — Phillipines, Turkey, South Africa and the U.S., where it debuted during the pre-Super Bowl broadcast. Other general consumer “Spark” ads will run this weekend during the Sprite NBA Slam Dunk Showdown.