In time for Black Music Month, Nas, Rakim, Latto, and GloRilla take it back to hip-hop’s early days in a new Sprite commercial. The television spot shows all four rappers both quoting and rhyming over 1979 Sugarhill Gang classic “Rapper’s Delight,” which is heralded as a hip-hop staple. Each artist also performs interpolations of their own signature hits like Latto’s “Big Energy” and Rakim’s “Paid in Full.”
As the commercial features graffiti artists, GloRilla is seen on stage, while Latto takes to a recording studio, Rakim teaches in a classroom and Nas sits on a stoop while drinking Sprite. The campaign also promotes the company’s new limited edition flavor Lymonade Legacy.
Sprite has long collaborated with rappers in the past, including Kurtis Blow for their “Now More Than Ever” campaign, A Tribe Called Quest, Wu-Tang Clan, Grand Puba, Pete Rock & CL Smooth, Drake, Vince Staples, Lil Yachty, Kamaiyah, and more.
“Our resume speaks for itself,” said A.P. Chaney, creative director for Sprite North America. “Sprite took a chance on hip-hop before it was cool, and has always been of the culture, not only for the culture.”
In a new interview with BET, Latto – who has newly released Cardi B-assisted “Put It On Da Floor Again” – talked about being involved with Sprite’s new campaign.
“Hip-hop is constantly evolving, so to be a part of this new wave and new style of hip-hop is super honorable, especially when you talk about female rap and its heavy presence in hip-hop. So I’m excited today to be included with artists like me and GloRilla, alongside the greats,” she said.”
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