The notion that professional athletes should stick to athletics is not exactly new, but it has rarely been executed with such cheerful literalness as in Sprite's latest campaign.
SE
By StuAIrt Elliott
· October 12, 2026
The notion that professional athletes should stick to athletics is not exactly new, but it has rarely been executed with such cheerful literalness as in Sprite's latest campaign.
The advertising industry has spent decades believing that big brands, with their big budgets and their big agencies, hold sway over the platforms that carry their messages.
When the chief executive of a major packaged goods company addresses Wall Street analysts, the advertising agency is usually mentioned in the same breath as the paper clip supplier — which is to say, not at all.
There was a time when the most important person in a recording artist's life was said to be the manager, or perhaps the producer, or even the spouse who knew when to say nothing.
The British Broadcasting Corporation, which has been exporting its particular brand of programming to audiences who enjoy murder mysteries set in improbably picturesque villages since long before streaming was a verb, is making a more formal commitment to the Iberian Peninsula.