Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Check out this great listen on Audible.com. I felt that I could use it 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. This sucks. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Recently they also had an ad campaign out with world renown rapper, Drake. 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 they're scared of him. Buzz60. The campaign came along when hip-hop was still very much in the background. The brand paid tribute to artists such as 2Pac, Missy Elliott, J. Cole, Drake and Rakim by decorating their cans with some of the artists most inspirational . It sucks for hip-hop fans. The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. Sprite: Liquid Skittles. 1:00. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. After having production completely shut down for a short while and getting hit with heavy fines, St. Ides tried to clean up its act, adding drink responsibly messaging into the spots. 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. A promotion for the brand's new logo has also been . One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. Despite dropping the "Obey Your Thirst" branding, Sprite is far from abandoning hip-hop the most-streamed genre in the U.S. in 2018 in its marketing. 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. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? ", In 1971, former President Ronald Reagan, then the Governor of 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. All Rights Reserved. Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. 1. Pertenence y es producida por The Coca Cola Company. Check out this great listen on Audible.com. The Snoop and Nate track is low key a jam, still. 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. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. If so, this article is for you! We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 0:44. radio advertisements based on the "obey your thirst" motto was proposed, Music is important and plays a role in all of our lives," said Bobby Oliver, director of Sprite & Citrus Brands,Coca-ColaNorth America at the time. So how did Sprite maintain a relationship with artists? Smooth, for its "Obey Your Thirst" campaign. 23. 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. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. The thing Sprite did differently was that it didn't go after the most well-known artists or celebrities, they went to artists who had an appreciation of the culture, and the commercials had an authentic tone, said Jamal Booker manager of heritage communications atCoca-Cola. 2023 Vibe Media, LLC. In our premier episode, we examine the Sprite campaign that changed it all. 15. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Invite was word of mouth and the music was brand new: raw and spontaneous. The client for the Coca Cola company was Sergio Zemen. Published on June 20, 2019. The aim was to represent their understanding of the genre and in turn the community. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. Sprite, "Obey Your Thirst," Burrell Communications (1994) . Also the tagline sprite recycled , "Image is nothing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. Before the &qu. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. Sprite has been aimed at teenagers and 20-somethings with a cheery $70 million campaign, influenced by hip-hop culture, that carries the theme ''Obey your thirst.'' Sprite Debuts New Marketing Campaign. Can you imagine the think pieces if that spot ran today? Sprite continue with their latest campaign 'Obey Your Thirst' where they shine the light on some of your favourite rappers life stories and in the latest episode we get . 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. Agency New York. Luckily, their mother has two . Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. 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. The Sprite Obey Your Verse program will be supported with a robust . From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. By the late '80s, hip-hops influence on popular culture was taking shape but was often misunderstood by those wanting to lock down the urban demographic. (But at least its ranked near the bottom; #97.). Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. As part of Sprites 'Obey Your Thirst' campaign, TDE's Isaiah Rashad speaks on his humble beginnings and how family and friends gave him the motivation to succeed. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. As he neared conclusion, Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. 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. Its a Natural! Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. Expect to see promo for the cans everywhere soon from television and radio advertisements, digital and social spots and a special collaboration with the BET Experience at LA Live June 23 through 25. Ides. to suggest the malt liquor increased sexual prowess. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. Color: The colors used in this are simple. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. The. Aliz and Hennessy, anyone? 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, * 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. | 8 a.m. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. Sprite se vende en ms de 190 paises alrededor del mundo, y se la considera lder en ventas en cuanto a refrescos de lima - limon. knew the ads, 83% said the same. Subscribe to Marketing Dive for top news, trends & analysis, The free newsletter covering the top industry headlines, By Peter Adams, Jessica Deyo and Sara Karlovitch , Alchemer Launches Alchemer Workflow the Fastest, Easiest, Most Effective Way to Close the Fe, Slate receives $5.5M in Seed Funding to Continue Transforming the Future of Social Content Cre, Dream.it.com: domain registry it.com showcases how to stand out online in a creative project f, Interface Unveils New Brand Identity to Reinforce Customer-Focused Innovation, By signing up to receive our newsletter, you agree to our, By returning to the microphone, he told the audience, "Now, I certainly Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. 19 hours 58 min ago, By 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. 3:12. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Obey Your Thirst. 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 . 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 . 14. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Around the same time Adidas hit their marketing jackpot by inking a deal with Run-DMC, Sprite wisely kicked off their I Love The Sprite In You campaign, tapping artists like Kurtis Blow, LL Cool J, Kid 'n Play and more to represent their brand to hip-hop culture. As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. Sprite and The Fader have a history that dates back to the mid-1990s, when Fader co-founder Rob Stone worked on the brand's "Obey Your Thirst" campaigns in its early years. Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. To deepen their street cred, Sprite went on to collaborate with artists like KRS-One, A Tribe Called Quest, Nas, AZ, Pete Rock and CL Smooth, a move that resulted in an invaluable cool factor for the brand. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. Boomboxes? However, in the early 90s two brands put their entire business on hip-hops back, by not only building their brands but spring-boarding the recognition of the music and artists as a marketing and advertising tool: Sprite soda and St. Ides malt liquor. 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. Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonalds,Old Spice and Chipotle found a way to cut through the noise. . Sprite has always been connected to hip-hop culture - from being one of the first mainstream brands to feature hip-hop stars in national ads, to giving a voice to underground artists. 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. "Being an MC, we try to be cool about what we do," Rakim, who appeared in an early-2000s Sprite radio ad and was featured in the 2015 "Obey the Verse" collection . Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Have you ever wondered if the Read more, The dangers of bang energy drink Bang Energy drink is extremely high in caffeine and other stimulants, which can cause Read more, Califia Farms almond milk is a type of milk that is made from almonds. We can look back now with the wizened, woke eyes of maturity and possibly scrutinize our artists selling out at the expense of the community, but for the young and burgeoning hip-hop culture, both the St. Ides campaigns and the Sprite campaigns opened the door for the power and commodification of hip-hop and consumer brands. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . But in the early 90s, the genre was far from Madison Avenue-friendly. Sales have Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? The feature runs from June 20 through August 15. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. The Yours in Thirst for Yours is intentionally open-ended, he explained. * {{Crossover}}: And a pretty left-field one, to say the least. It was all irresponsible, even while being genius for the demo. 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. Sprite is encouraging their beverage drinkers to take selfies with these cans and upload them to their site, in a chance to win prizes ranging from branded items to concert tickets. Giscombe, meanwhile, predicts that I am going to be the most iconic designer of all time., The spot, filled with visual effects, is a far cry from Blows early 1980s spot, which featured a single scene in which he belts out a few simple lyrics in an ode to Sprites lemon-lime taste, like without limon, its not happening. 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. The brand paid tribute to artists such as 2Pac, Missy Elliott, J. Cole, Drake and Rakim by decorating their cans with some of the artists most inspirational lyrics. The campaign was also famous for producing several Hip-Hop-focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with Voltron (We're not joking, that actually happened). During this time the slogan was changed to 'Obey Your Thirst.' Before the decade was over, the commercials, both on television and radio, would end with someone dramatically saying "Image . 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 . was growing long in the Spritewhich has been putting rappers in its ads since Kurtis Blow starred in the 1980sis making the most significant change to its hip-hop marketing strategy in 25 years. When rating the advertisements, ninety-three percent of * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Being an MC, we try to be cool about what we do, Rakim, who appeared in an early-2000s Sprite radio ad and was featured in the 2015 Obey the Verse collection of Sprite cans featuring iconic hip-hop lyrics, said in a2016 interview. Brandon Langevin The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Stefan Miller, senior brand manager at Sprite, says the idea is to recapture the magic of the brand's 'Obey Your Thirst' campaign, which promoted self-expression and individuality. We understand that hip-hop culture is essentially the root of everything cool and hip in culture, period, and its been commodified and appropriated within an inch of its life. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 'Obey Your . Hip-hop used to be this subcategory and almost a niche. 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. With the great Read more, Orange juice does not cause mucus and phlegm, in fact, it has been shown in some studies to actually help Read more, Are you curious to know if the taste of Coca-Cola varies around the world? Does Coca-Cola Taste Different Around the World? Contests begin on June 20th. 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. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . June 2019. The new campaign, Thirst for Yours, leans into the music genres broader role in culture, The top 5 most creative brand ideas you need to know about right now, Watch the newest commercials from Old Spice, Toyota, Ram Trucks and more, Toblerone is removing the Matterhorn from its packaging, Behind Clairols nostalgic partnership with Amazon Primes Daisy Jones & The Six, Super Bowl ads get another failing grade for director diversity, Meta introduces AI tool as chatbot interest grows, The final data on Super Bowl 2023 celebrity overkill: Datacenter Weekly, Agency IP investments are growingclient frustrations are among the reasons why, Why a stronger freelancer-agency relationship is critical for success, How the power of music drives emotion, retention in ad spots, 3 programmatic channels to supercharge audience engagement, - Read additional free articles each month, - Comment on articles and featured creative work, - Get our curated newsletters delivered to your inbox. Among all consumers who Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. It's something that has lasted in the hood it's authentic., Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. The commercial was directed by Spike Jonze. As far as advertising goes, it was a smash success. Obey Your Thirst Ad Analysis. 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. Mediante la publicidad se ha logrado New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. So Sprite contacted Lowe & Partners/SMS, a New York based advertising 24. 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. The campaign was also famous for producing several hip-hop focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with ''Anime/{{Voltron}}'' ([[SincerityMode We're not joking, that actually happened]]). ** Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. The preppie. ". Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. This seasons bars come from Tupac, Missy Elliott and J. Cole. * SurprisinglyRealisticOutcome: A common theme throughout the ads. . It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. The multi-year platform will spotlight tastemakers and innovators musicians, designers, artists, photographers and more who are shaping the future of hip-hop culture through both their craft and creativity. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. The distance between the borders of the ad and the words are equal. are nothing. How Big is a Red Bull Can in Inches? Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. 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. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. old campaign of "I like the Sprite in you!" ** Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. 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. Pooh lined up a veritable whos who of additional West Coast rappers over the years, including Geto Boys, Cypress Hill, Warren G, Snoop and Tupac; plus the thorough-est from the East, including Eric B and Rakim, Wu-Tang Clan, Biggie and EPMD. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. Isaiah Rashad - Obey Your Thirst (Episode 4) . In the beginning it was simple: matching a drink to a bold, youthful movement. Having a heavyweight like him is important to the program.. 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. It sucks for Kendrick Lamar. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. In our premier episode, we examine the Sprite campaign that changed it all. Two 30-second commercials, called ". 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 . Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. 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. The campaign was the brain child of advertising executive Donald Rifkin, one of the most influential figures in hip-hop history. His inspiration for the slogan Ever heard that catchy slogan for Sprite? After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. This is evident in their wide-ranging appeal, using music and pop culture icons to urge consumers to "obey their thirst" and experience the refreshing taste of Sprite regardless of their skin color, language, or background.Ultimately, the "Image is nothing, taste is everything, obey your thirst" slogans are important because they encourage . Prodigious output or the beginning of massive creative burnout? The FADER. 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. only for her to yell out "RUN!" Erica Sweeney These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . 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 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. One commercial had a young man excited that basketball star Grant Hill drank Sprite and believed that he would be as great as a player as him if he did too. unknown. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. 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.
Gidget Tv Show Filming Locations, The "beauty Myth" Refers To The Idea That, Generate All Combinations Of A List Java, Sisters Of Mary Immaculate Queen, Westfield Carousel Staff Parking Registration, Articles S