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By Audrey Kemp, LA Reporter

April 16, 2024 | 3 min read

Aimed straight at the hearts (and cramped spaces) of young adults living at home, the fresh ads drive home the importance of privacy in our modern world.

It’s no surprise that millennials and Gen Z, facing economic challenges, are opting to live at home for longer (a rather normal phenomenon in many parts of the world). Nonetheless, this choice brings about an unforeseen consequence: awkward run-ins with mom and dad.

To save their dignity and sanity, Sprite, a fizzy refreshment from the Coca-Cola company, launched ‘The Knocklace Collection’ in Latin America on Wednesday. The new work includes two new spots – ‘Downstairs DJ’ and ‘Feeding the Ducks’ – and seeks to eliminate the pressure of being caught in embarrassing situations.

The solution? ‘The Knocklace Collection,’ comprising three high-tech jewelry lockets crafted with the Brazilian tech company Pay 4 Brain. Each piece in the collection houses a secret sensor that pairs with smartphones and alerts users when someone is in close proximity. Their phone will then automatically switch to a “safe screen” if necessary. To blend function with sentimentality, the medallions also allow users to store a special photograph.

In the first spot, ‘Downstairs DJ,’ a mom walks in on her adult daughter, who is having a one-person rave in the bath.

Meanwhile, in ‘Feeding the Ducks,’ (which is a euphemism for a certain solitary activity), a father barges into his son’s room without knocking ... to find him feeding baby ducks in an inflatable pool.

Beyond the laughs, Sprite’s campaign is more than just about saving face; it’s about the importance of setting boundaries and respecting personal space in the digital age.

“Sprite believes that staying cool in challenging situations is the best way to navigate them,” said Chiara Martini, senior director of creative strategy for Coca-Cola Latin America. “In addition to its extreme refreshment, which is the brand’s signature, Sprite is a great ally of this generation, understanding that dealing with challenges requires humor and intelligence, especially in their relationship between parents or guardians. Without neglecting the trust in these relationships, but with humor and technology-driven solutions.”

The campaign is the work of AKQA Casa, a São Paulo-based creative agency.

AKQA Casa’s associate creative director, João Gandara, added: “The Knocklace Collection emerges as a humorous tool to raise awareness on the importance of dialogue and privacy. As a brand designed to help people stay cool, Sprite is the perfect ambassador for this type of innovation.”

The new campaign is an extension of Sprite’s global brand platform, ‘Heat Happens,’ which launched in 2022 and celebrates the unavoidable and potentially annoying moments in daily life.

The new films live on social and digital platforms.

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