Sparks Alcoholic Energy Drink: "SWEDISH COWBOY" Radio ad by Digitas

Advertising Agency: DIGITAS, USA, Chicago
Executive Creative Director: David R. Mitchell
Creative Director: Leyla Dailey
Scriptwriter: Matthew McKenna
Agency Producer: Daniel Rucci
Account Supervisor: Account Director - Josh Ehart


Script in English
SFX: Music

MVO: There's a good chance tonight's gonna be a Sparks night...
We're all meeting at Megan's downtown, things tend to get pretty nutty at her place. She's always got Sparks and beer and grub before goin’ out.
Tonight’s a toss up though - maybe Kristen’ll bust out another accent for the night, I’m thinking the Swedish cowboy.
If we sing karaoke, I'm going '80s. Hair bands all the way.
Hope we see that guy on 2nd who guesses your weight for a quarter. He's always wrong, but I never have change so it evens out.

Yeah, tonight's definitely a Sparks night.
Alcohol + Caffeine + no clue what to expect = Sparks

ANN: Enjoy responsibly. The Steel Brewing Company, Milwaukee, Wisconsin.
Brief Explanation
Our goal was to drive awareness and trial of the product with legal-drinking-age consumers by building an authentic, target-relevant story around a night out with Sparks.

By focusing on Nashville, we could be very specific to the market. Local references provided stopping power, with language and places the consumer recognised. We even incorporated specific streets (Second Ave, Elliston) and neighbourhoods (Printer’s Alley and The Strip) to bring the stories to life in a meaningful way. This helped the listener to relate to each story, and understand how Sparks could become a part of their night out – which ultimately drove product purchase.