It (actually) sucks for Macklemore. The son notices and screams out "Mom!" Get the Right Sprite. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. Its a Natural! The big takeaway for us coming out of last year was how excited fans were about us staying true to the genre and paying homage to the heritage of Hip Hop, Oliver says. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. 19 hours 58 min ago, By Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. 17. Can you imagine the think pieces if that spot ran today? Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. This only freaks the family out, who run away screaming (along with their dog) as he gives them chase while genuinely confused as to why their scared of him. By E.J. 2023 Vibe Media, LLC. 2023 The DJ Booth LLC. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. Stefan Miller, senior brand manager, Sprite, called Thirst for Yours a modern-day evolution of the seminal Obey Your Thirst campaign, which promoted self-expression and individuality. crowd. I wanted to usher in a real authenticity in terms of hip-hop in advertising. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns Hip hop continued to evolve over the next 30 years. The Sprite Obey Your Verse program will be supported with a robust . 1. Look no further. a long-time employee of Lowe & Partners. 21. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. Once again, borrowing from its history of promoting new talent, in mid-2017 cans were adorned with lyrics from the current up and coming rappers including Lil Yachty, Vince Staples, DRAM, Vic Mensa, Kamaiyah and Kap G for the "Summer Sprite Cold Lyrics Series". Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. This site is protected by reCAPTCHA Enterprise and the Google, Jonathan Majors Addresses Negative Ant-Man: Quantumania Reviews, A Look At Alicia Keys And John Legends Verzuz Juneteenth Celebration, Kirk Franklin And Fred Hammonds The Healing Was More Than A Verzuz Event, nut butter grinding machines at Whole Foods, groundbreaking deal between Adidas and RUN DMC, Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more, Coi Leray Partners With Sprite's Limelight Global Music Program. "We were looking for something hip, something fresh, something The album featured 100 Bottle Bags, a direct criticism against malt liquor companies marketing specifically to urban communities but they dont sell that sh*t in the white neighborhoods. Shortly after the release, St. Ides found itself in Chuck Ds crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. particularly scorching Southern California day. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. Drake - Obey Your Thirst (Official Trailer) The FADER. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. * {{Crossover}}: And a pretty left-field one, to say the least. Check out this great listen on Audible.com. #MusicSermon is a weekly series by Naima Cochrane that highlights the under-acknowledged and under-appreciated urban artists and sub-genres from the 90s and earlier. Beverage companies centering campaigns for the urban demo around black music was nothing new; Coca-Cola had ads featuring artists such as New Edition and Anita Baker singing their hearts out for the cola in the 80s, and Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more through the 70s and early 80s. The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. Explore our Purpose & Vision, History and more. In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didnt matter at the time since WSJ readers werent St. Ides base. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Aspiring fashion designerSeth Giscombe stars in Sprite ad. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. The article below is a work of fiction of unknown origin. Tupac If you fall stand tall and come back for more from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Sprite continues to offer its financial support to artists (Vince Staples), festivals and events across the country, placing the company in a much more honorable standing than your average corporate culture vulture. In 1990, Heavy D and the Boyz and Kid-N-Play followed in Blow's footsteps with Sprite commercials of their own as part of the "I like the Sprite in you" campaign. Pertenence y es producida por The Coca Cola Company. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. ", In 1971, former President Ronald Reagan, then the Governor of Obey your thirst."[5][6] In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe. In November 2018, Sprite unveiled its "Get Vocal" campaign, urging fans to discuss issues that matter to them, thus adding a purpose-driven element to the brand's long-running campaign. As far as advertising goes, it was a smash success. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. View Sprites Obey Your Verse cans with Tupac, Missy Elliot and J. Coles lyrics below: https://twitter.com/Sprite/status/743088203515580417, Melle Mel: 'No One Wants To Rap Like Kendrick Lamar & Eminem', Fivio Foreign Asks Fans To Pray For Him After Missing Rolling Loud California, Playboi Cartis Rolling Loud Set Paused Due To Unruly Crowd: Its An Emergency, Nicki Minaj Launches Her Own Record Label and Unveils Roster, Don Toliver Recalls Kanye West Giving Him Some Important Advice, Dave East On The Maturation Of His Brand: 'Shit That Used To Excite Me Doesn't Anymore', Mistah F.A.B. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . 22. The lyrics from Sprites second Obey Your Verse campaign are as follows: Tupac Embrace my words make the world change from Scarfaces Smile offThe Untouchable, Tupac Ill learn from mistakes and try 2 achieve again fromIf I Failpoem, Tupac Please wake me when Im free from Wake Me When Im Free offThe Rose That Grew From Concrete Vol. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. A common theme of the campaign was parodying advertising tactics and gimmicks often used by competitors where a cartoon mascot jumps off of the packaging talking about the stuff in the drink. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? The article below is a work of fiction of unknown origin. It focused on trying to steer consumers away from a DeconstructiveParody of the bane of materialism as well as of contemporary advertising, expressing that all their soda does is that, while drinking Sprite won't make you cool or give you superpowers, it ''will . In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Luckily, their mother has two . Contests begin on June 20th. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. So Sprite contacted Lowe & Partners/SMS, a New York based advertising TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. . It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. Aside from the groundbreaking deal between Adidas and RUN DMC, brands didnt yet see full value and impact of hip-hopexcept in the food and beverage industry. to remember one thing, and only one thing, it should be this: Speeches increased roughly 9% since the introduction, especially in the younger Its now a ubiquitous part of todays musical landscape. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Also the tagline sprite recycled , "Image is nothing. We wanted to pay respect to the music and the culture. We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quench their thirst. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. unknown. The Obey Your Thirst spots also took us the street corner, the club, and inside the ring when Sprite resurrected the legendary KRS One vs. MC Shan battle. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do anything! - 1 day 3 hours ago, By Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. So how did Sprite maintain a relationship with artists? Sprite group director Aaliyah Shafiq said in a statement that this campaign, like previous ones, speaks to the drink's core fan base of 13- to 24-year-olds. June 12, 2015. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. The Kurtis Blow advertisement went on to inspire the I Love The Sprite In You ad, which featured popular artists like LL Cool J and Kris Kross. The campaign came along when hip-hop was still very much in the background. | 8 a.m. The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika Bambatta) in the place of the original pilots, and featuring original music from said emcees. Nas spoke highly of Sprite's new launch of bringing the culture . The campaign was also famous for producing several Hip-Hop . and accepted with enthusiasm by the marketing team at Coca-Cola. It focused on a Deconstructive Parody of the materialism of contemporary advertising, expressing that, while drinking Sprite won't make you cool or give you superpowers, it will quench your thirst.. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. Obey Your Thirst campaign was indeed created by the advertising agency Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. Aspiring fashion designer Seth Giscombe stars in . Taps The Game & Larry June For New Album March Motion, EST Gee Shares Harrowing Trailer For His Upcoming New Project, Mad, Chris Brown Fans Blast Activist Who Claimed Singer Mocked Disabled People, Papoose Reveals He Was Supposed To Work With Nipsey Hussle Before His Death. And now, its really a culture that impacts everything, says Dipal Shah, director of integrated marketing content at Sprite, which is owned by Coca-Cola Co. For us, it was really important as a brand to be respectful of that and also reflective of that.. Sprite. They were later in hot water with the New York AGs office again, along with the Bureau of Alcohol, Firearms and Tobacco (the ATF) for advertising perceived to the be targeted towards minors, with complaints that it glamorized gang affiliation and promoted sex. Sprites story isnt the only one of its kind, but its at or near the top of the list of corporate relationships with a culture that, at its core, rejects the touch of corporatism in favor of grassroots hustle. Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. One of the only Brahma temples on earth is there, and the city's lake is said to have been made from one of Brahma . The new "Thirst for Yours" campaign follows more than three decades of the soft drink's tie-ins with hip-hop, and it replaces the brand's long-running, hip-hop-connected "Obey Your Thirst" campaign, which promoted self-expression and individuality. As he neared conclusion, The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . Choosing classic artists as well as current artists led to our credibility.. Thirst is everything. Check out this great listen on Audible.com. Sprites ties to hip-hop date back to 1986 when rapper Kurtis Blow appeared in a commercial for the brand and continued into the 1990s with the I Like the Sprite in You" campaign featuring several of thedecades top artists. We are not content to just rest on our laurels.. The FADER. Check out the "Obey Your Thirst" campaign here. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. By the late 90s Sprite had spent roughly $70M on the Obey Your Thirst campaign, tripled sales, and commanded a majority market share of the citrus category (which also included 7Up, Sierra Mist, and Mountain Dew). Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. I Like the Sprite In You. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . Smooth, for its "Obey Your Thirst" campaign. the match almost seemed too easy. Asked why the brand is risking tinkering with its marketing now, Aaliyah Shafiq, group director for Sprite, says, This is a way for us to truly accelerate that momentum. 19. The History 1961: The Introduction in the United States 1967: Spreaded in 39 countries 1974: Sprite Zero 1986: "I like the Sprite in You" 1994: "Obey Your Thirst" 2013: Stevia plant extract *2015: "Obey Your Thirst" ("Obey Your Verse" transition/start) *2016 . Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. 3:12. 15. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. The malt liquor 40 oz., with significantly higher alcohol content than beer at around a $2 price point, was already a staple in lower-income neighborhoods and hip-hop culture. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. what meal should he have with his Sprite. Sprite did major ad campaigns with renowned NBA basketball athletes such as Kobe Bryant and Lebron James as well as launching the "Obey Your Thirst" campaign with Grant Hill. Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. Vibe is a part of Penske Media Corporation. To further engage with Gen Z, Sprite is using tactics that are popular with the cohort, such as featuring social media content, working with influencers Kodie Shane and Seth Giscombe and developing experiential activations around the 2019 BET Awards. We embraced that and ingrained ourselves as part of that culture," he said. California, was addressing a gathering of the Boy Scouts of America on a The commercial was directed by Spike Jonze. Activate your account. age groups. Two commercials shot in the reigning home of both hip-hop and Sprite Atlanta The Artist (:30) and The Empire (:30) chronicle the journeys of an ambitious young rapper and fashion designer from everyday life to superstardom as their dreams become a reality, said Dipal Shah, director, integrated marketing communications (IMC), Sprite. [[/note]], * CelebrityEndorsement: Possibly the most famous of the ads featured Detroit Pistons star Grant Hill and the best remembered of them had his agent trying to convince him to branch out into made-for-TV dramas, writing a book (''Polite Like Me'') and having a pop music career. By It was one of the first national TV ads to feature a rapper. "I just love looking through artifacts of political history. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. This company chose to join the hope side of hip hop in order to help spread a . one of the most influential figures in hip-hop history. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. 18. Are you a print subscriber? The actual Obey Your Thirst campaign was indeed created by the advertising agency Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer of the agency Lee Garfinkel along with the Creative Directors C.J. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. Sprite's "Obey Your Thirst" advertisement brings hope to the table for kids who want more with their life or even a better outlook on life. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. If you're loving Fresh Era, please check out the newest Stupid Fly podcast "Gold Rush" where we dig deep into the understated moments of Hip-Hop history. As an Amazon Associate, I earn from qualifying purchases. By getting in early, and staying for the long haul. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. Sprite: Liquid Skittles. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". We cover it all. Sprite has been there for us since they realised they could reach out and do things like this, artist Rakim said of the long history between hip-hop and Sprite. Aliz and Hennessy, anyone? Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. 24. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, each representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Were toasting to the good life with premium brands, some of which are now owned by the artists. Color: The colors used in this are simple. Stefan Miller, senior brand manager, Sprite, called "Thirst for Yours" a modern-day evolution of the seminal "Obey Your Thirst" campaign, which promoted self-expression and individuality . The campaign was successful, but in the early '90s, as brands like 7-Up began to offer more competition, Sprite doubled down on their relationship with hip-hop. The brand will give the new campaign a push at this weekends BET Experience event in Los Angeles, where the Viacom subsidiary hosts a range of events, from music performances to fashion shows. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do anything!"]]. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. tooth, and worse, wasn't catching on with the growing "Generation X" Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. The immersive pop-up celebrating the rise of sneaker culture will feature Sprite photo booths, sampling stations and performancesfrom Sprite partners Rapsody, Kamaiyah and Villain Park. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' This only freaks the family out, who run away screaming (along with their dog) as he gives them chase while genuinely confused as to why. In the commercial, Puba fist-bumps Large Professor and says the line, First things first: Obey Your Thirst.Its speculated that Puba ad-libbed this line in rehearsals, yet the potency was so clear that Obey Your Thirst became Sprites tagline off and on to this very day. The Crooked I capitalized on that. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. As an aside to their marketing campaigns, Sprite fostered a healthy relationship with the hip-hop community through sponsoring festivals and events like the BET Cypher series, which made the company one of the fastest growing brands in the soft drink industry for years. Ever heard that catchy slogan for Sprite? By 96 the run was over. Over the past three years Sprite has redesigned their "Obey Your Thirst" campaign with "Obey Your Verse" a campaign aimed at celebrating the artistry of lyricism within the genre. This sucks. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. . Sprite tapped a pair of up-and-coming artists who embody the Thirst For Yours mentality and authenticity Atlanta-based rapper Kodie Shane and rising fashion designer and current Clark Atlanta University student Seth Giscombe to star in the spots, which were directed by the award-winning filmmaker duo, We Are From L.A.Rachel Morrisonserved as Director of Photography for each spot. February 27, 2023 equitable estoppel california No Comments . This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cubes lyric Get your girl in the mood quicker, make your jimmy thickerSt. It sucks for Kendrick Lamar. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Director of Sprite & Citrus Brands, Coca-Cola North America, Bobby Oliver, spoke with Billboard about utilizing the momentum of last years Obey Your Verse campaign to push into this summer. With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. Then, in the 90s, Sprite teamed with some of hip hop's living legends, including A Tribe Called Quest, Nas, Grand Puba and Pete Rock & C.L. And while our fanbase hasnt changed over the years, the world around them has. In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. Sprite is shifting gears as the brand posts solid sales results. Sprite realised this dating back to the 1980s and in hip-hop, there was a power of creativity in this new form that was really resonating with the population. For more than 30 years, Sprite has supported and embraced the music, culture and community of hip-hop in a refreshingly real way by authentically championing the genres top names and underground artists alike. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. "Sprite has always been incredibly focused on putting our community at the forefront. looking to change the image of its sparkling soda. The Artist and The Empire will debut during the June 23rd telecast of the 2019 BET Awards and run across Sprites social and digital channels. 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Yes, Scream 6 Marketing Is Behind the Creepy Ghostface Sightings Causing Scares Across the U.S. Beer Drinkers Cut Back as Bud Brewer AB InBev Raises Prices, ESPN wants to be the hub of all live sports streaming even if it helps its competition, How the Evolution of Commerce is Shaping Retailers' Digital Advertising Strategies, Mastering Agency Profitability with Megan Bowen, COO of Refine Labs, Hit Subscribe: How Creative Subscriptions Are Changing the Marketing Game, The Ultimate Guide to Scaling Your Agency: Roundtable Discussion, Campaign Trail: Levis tells The Greatest Story Ever Worn in cinematic fashion, Toyota, Yahoo partner for AR-powered car shopping experience, Guinness rewards epic toasts this St. Patricks Day, Bose works to boost gender parity in music production, Coca-Cola brand Sprite on Thursday launched a multiyear "Thirst for Yours" campaign that will highlight musicians, designers, artists, photographers and others in hip-hop culture, according to, The campaign includes TV spots, social media and influencer content, outdoor ads and in-person experiences.
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