• by Danielle Oster , Yesterday

Last year, Sprite brought back its “Obey Your Thirst” campaign, which initially debuted in the ‘90s, introducing a new generation to the brand platform through ads starring Minnesota Timberwolves phenom Anthony Edwards and track and field star Sha’Carri Richardson. Now, for the latest “Obey Your Thirst” entry, the Coca-Cola brand is featuring its first NFL player in the campaign, which historically focused primarily on basketball.

Philadelphia Eagles quarterback and 2025 Super Bowl MVP Jalen Hurts stars in the new ad, entitled “Success Hurts.” The spot puts a new spin on the “Obey Your Thirst” campaign through its thematic elements. “Success Hurts” follows along as the quarterback stays cool under the type of media pressure that comes with athletic success, while touching on other aspects of the heightened scrutiny Hurts faces.

“We wanted to have a real conversation about the micro-and macro-aggression Black and Brown athletes and civilians face, which we think is an important [story] to tell. Even at the height of his game, Jalen still faces heightened scrutiny and pressure to prove his worth,” A.P. Chaney, senior creative director, sparkling flavors, for Coca-Cola North America, said in a statement.

“Success Hurts” will run across linear and streaming TV, online video, and social media, with additional content rolling out as part of the brand’s partnership with Hulu.

The campaign follows the “Obey Your Thirst” revival last year, while focusing on a very different kind of athlete than Anthony Edwards, and not just because Hurts plays a different sport.

“There’s a yin and a yang with Jalen and Anthony. They’re very different, which is exciting because we're able to show the full spectrum of the ‘Obey Your Thirst’ spirit in a way we haven't done before,” Chaney explained. “Jalen is a man of few words, and AE is loved by many for his outspoken swagger. Fans who for whatever reason didn't see themselves in AE might see themselves in Jalen through this spot.”

The new “Obey Your Thirst” entry also follows a summer seasonal release combining the citrus soft drink with iced tea under the Sprite brand, which launched in May. During a recent earnings call with investors, Coca-Cola CEO James Quincey said that“Sprite + Tea started as an experimental project.” He added. “We scaled the launch after seeing strong consumer demand and positive social media reaction. As a result of on-brand innovation, Sprite became the number three sparkling soft drink brand in the U.S.”