Nikola Jokić is known for surprising opponents with his moves, but not for seeking the spotlight off the court. In a new commercial for Sprite, the three-time NBA MVP takes the stage as a stand-up comedian. The spot, Jokes Aside, plays on his nickname, Joker, and his reserved personality, showing the basketball star in a role audiences are not used to seeing him in.
Jokić is the new face of the global Never Stop Refreshing the Game campaign, joining Anthony Edwards, the Minnesota Timberwolves star and a longtime Sprite partner. The two have almost opposite personalities. While Jokić rarely seeks attention outside the game, Edwards is known for his confident appearances and outspoken personality. Sprite uses this contrast to show how basketball culture is shaped by different personalities, styles and forms of expression.
The campaign follows Sprite’s return as the NBA’s official global soft drink partner after a ten-year absence. The new platform continues a partnership that began back in 1986, with the ambition of expanding the brand’s connection to basketball internationally.
Advertising is only one part of the campaign. Limited-edition cans featuring the players will appear in markets around the world, with QR codes providing access to digital games and prizes, including game tickets, official Wilson basketballs and exclusive merchandise. Activations in NBA 2K, special game-day food delivery offers and the refurbishment of local basketball courts through the Hoops of Refreshment initiative, including colorful murals, are also planned.
The global campaign will span North America, Europe, Latin America, Asia, Africa and the Middle East, accompanied by activations linked to international NBA games, including the Denver Nuggets’ matchup against the Indiana Pacers in Mexico City in November and games in Paris and Manchester in early 2027.
Oana Vlad, Global Vice President of Sprite, emphasizes that basketball today connects people through much more than sporting results. Its importance to the brand also comes from its influence on music, fashion and youth culture. That is why the new platform brings together globally recognized athletes, local content creators and experiences that allow fans to participate directly.
The campaign was created by WPP Open X, led by Majority, with support from Ogilvy, VML, Burson and WPP Media, in collaboration with UTA Advisory/Klutch Sports Group, Analogue and UltraLight.
The first commercial featuring Jokić has already been released, while the campaign featuring both basketball stars will continue to evolve through different formats and local activations throughout 2027.
