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Rather than actual wit, Sprite went for the lowest common denominator with boring, boorish "lad" humour. Of course, it is degrading to women, because that’s the easy laugh. So often political incorrectness isn’t ‘brutally refreshing’ – it reflects mental and creative laziness. Try harder.

Brand: Sprite
Title: #BrutallyRefreshing
Agency: Thinkhouse Ireland was referenced in the campaign press release but would not confirm whether it was responsible for the ad