Ad of the week: Sprite’s “They Need Guidance”

The spot, created by GUT Buenos Aires, shows the cultural differences between Gen Z and their parents.

Gen Zers are adolescents and young adults, but they’re not afraid to teach their parents a thing or two about life.

Sprite’s “They Need Guidance” flips the script on parent-child relationships with Gen Zers educating their parents about major cultural differences. The younger generation explains that gay “isn’t an insult,” children can have two moms or two dads and that guys can wear nail art. 

In one scene, a girl scolds her parents for using too much water in the shower and another explains to her dad that he should respect his newly vegan friend. Although the parents are confused by these new cultural norms, their children understand that their parents’ age can be “very disorientating.” The spot ends with the tagline, “We are the first gen educating our parents.”

Agency  | GUT Buenos Aires

CCOs  |  Ignacio Ferioli & Joaquin Cubría

ECDs  | Matias Lafalla, Ramiro Rodriguez Gamallo

Copywriter  | Andres Wassermann

Art Director  | Javier Biondo

General Account Director  | Agustina Garavilla

International Group Account Director  | Sabrina Santos

Production Director  |  Eugenia Carbajales

Production House  | Primo

Director  | Nico Perez Veiga

Executive Producer  | Carolina Cordini

Producer  | Gala Gonzalez Costes / Assaf Eldar Stadler

DOP  | Steve Annis

Direction Assistant  | Luis Casacuberta

Art Director  | Maggie Arrieta

Wardrobe Stylist  | Buki Ebiesuwa

Edition  | Alejo Hoijman / Marcela Truglio

Postproducer  | Seba Lopez

Post Production House  | Pickle House


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