Coca-Cola unites youth through music with new global tvc via Wieden+Kennedy Amsterdam
Coca-Cola, via Wieden+Kennedy, Amsterdam – Aussie expat Eric Quennoy is co-ECD – is set to rock the world’s youth in 2011 with “Coca-Cola Music”, an innovative new music program that will give young fans the inside track on the creation of music and the opportunity to view the industry’s leading artists at work.
Emerging talent One Night Only has written and recorded a brand new track called “Can You Feel It” for the program. The track will make its debut as the soundtrack to the new global Coca-Cola TVC called “Walls”.
The “Walls” commercial brings tolife the sacred teenage ritual of grabbing a Coke, cranking up thestereo and enjoying a moment of release through music at the end oftheir day.
Though they might feel like they are on their own, the teen ritualis one that takes place in homes across the world. Featuring hundredsof teens of different nationalities alongside One Night Only, the adportrays this universal moment, bringing down the boundaries anduniting teens all over the world through their love for Coke and music.
“Navigating the insecurities that inevitably come with the teenyears is never easy. Coke is unencumbered by the drama of life, it is asimple moment of happiness, not unlike rocking out in the privacy ofyour own room.” comments Mark Bernath, co-executive creative director ofWieden+Kennedy Amsterdam.
An interactive music video for “Canyou Feel It” was also shot on the same set. Accessible online onCoca-Cola music sites around the world*, teens will be able to seethemselves in the video with the band by filming and uploading theirown footage, which can then be shared with friends through their socialnetworks.
George Craig of One Night Only commented: “The whole vibe of thisproject was to show that music has the same effect on people all overthe world. It can be a real release from day to day life and there’snothing better than getting in from school, opening a Coke, and playingyour favorite music”. “Walls” is the latest work created for theCoca-Cola Open Happiness
campaign which has now launched in over 200 markets.
“The work created for “Coca-Cola Music” is perhaps one of thebroadest spreads of content that the Company has ever produced thathasn’t been associated with a global event like the Olympics or theWorld Cup,” said Jonathan Mildenhall, VP, Global Advertising Strategyand Content Excellence, The Coca-Cola Company, “Teens are the mostdemanding target audience as far as creativity is concerned and in theway they engage with a brand or
campaign. They demand to interactand participate with brands and be a part of the conversation. Thisprogram has been designed with that understanding and to enable teensto view, participate and share the content and experiences.”
“Coca-Cola Music” broke first in Germany in January with the launchof the “Walls” TVC. The program will have launched in over 100 marketsby the end of 2011.
26 Comments
That really sums up how out of touch Coke is with young people these days.
Looks like a GAP catalog ad that’s trying to emulate Gondry.
And the music? rubbish. I guess that’s what happens when the client has too much input and doesn’t let the agency or director do what they have been employed to do.
Man that really sux. It’s like my dad trying to be cool when I had friends around as a teenager.
Feels like a corporate, out of touch with youth, trying to capitalise on something that’s impossible to own…and not related to their product. Really lame. Typical Coke.
More typical ad man nonsense ‘the Walls commercial brings to life the sacred teenage ritual of grabbing a Coke, cranking up the stereo and enjoying a moment of release through music at the end of their day.’
What about the far more realistic teenage ritual of going up to your room with a jazz mag and some bog roll?
and what’s with all the single beds.
I think you need to see this in the context of the branded content music video. This rides on the back of it.
http://www.bestadsontv.com/ad/35084/Coca-Cola-Coke-Branded-Music-Video
The real insight on the teenage ritual is closing the bedroom door, cranking up the porn and enjoying a moment of release at the end of their day.
“Though they might feel like they are on their own, the teen ritual is one that takes place in homes across the world.”
ps. the ad sux (I think that’s how the young people of today say it’s not good.)
Not, ‘oh dear me’ to Coke, but to those bloggers who have no fucking idea about how to sell things. This is great work!
Hey !
Any Ideas on how to get hired as a junior team that does not include self-promo stunts. They’re so lame!. You know stuff like:
“Hey this is Andre and Mitch and what better way to approach potential CD employers and senior creatives than with a catchy-attention-grabbing post in what has to be considered Australia’s Guilty Pleasure. So give us a job!”
Anyway, any ideas shoot them trough to us:
mitchandandre_jobless@gmail.com
Cheers
Did a committee white the lyrics? Even a Disney production wold have more bite.
Oh, it’s on the back of a branded content music video? That makes it ok to make rubbish ads then.
If it has its own Facebook page too then fell free to knock out any old piece of garbage for tv.
I don’t care how you want to 360 it, crap is crap. Oh, the subliminal coke anthem in the song has just made my ears bleed but I do feel like a coke!
Mitch and Andre,
just write good ads dudes. Lots of ’em. Then shop your book around.
No stunts. No bullshit.
And stay out of these blogs, they’ll turn ya mean like the rest of us…
This is really, really, really…..really bad.
ouch.
Wow they’ve really captured the Hillsong vibe here.
The Film clip (Really long Coke ad with over embellished jingle) kinda reminds me of the opening theme song to friends with loads of coke bottles. Seriously if you can’t see how bad this is you’re just as out of touch as the CC marketing dept (Oh dear me).
Coke.
Flat.
HELLO PEPSI… what an opportunity awaiting!!!
3:40 spot on! This is soo Hillsong.
It’s a bit like this except this was better. The UK band, Feeder invited fans to upload footage of themselves miming to Feeder’s latest single ‘for just a day’ which was then going to be edited together to make the video. This was back in 2004. http://www.youtube.com/watch?v=8hd3QPrrGlw
COKE SIDE OF SHITE!
and i thought their drinks had a lot of sugar
Lots of nasty chat about Coke not understanding the teenage market – check out GLEE people, it is #1 with their target. Now do you get it!!!!
Hey Ad professional,
you sound just like one of those angry, confused, prepubescent types from Glee.
Coke missed the mark. Best thing happeing to Coca Cola is still Cola Life.. amazing idea. http://www.smilespread.co.uk/cola-life/
Nice Link Nick, awesome idea!