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22 February 2021

Pepping up the marketing.

by Jason Stone

Coca Cola: “Open That Coca Cola” - 2 mins 12s

Coca-Cola have always been one of the great advertising brands, with most of the value inside its iconic bottle being established by the madmen of Madison Avenue. It has though blown hot and cold over the years, so it's brilliant to see it recently rediscover its sparkle with some excellent assistance from Wieden + Kennedy, and, with this particular execution, from the fantastic pairing that is Los Pérez... and the musical skills of Tyler, the Creator.

The film made by the directorial duo is a perfect distillation of the skills they've displayed over the years… so much so, that it's hard to believe this wasn't written specially for them. But what makes this such an outstanding piece of work is the way the distinctive Los Pérez look enhances the film's status as a fantastic expression of this brand's values.

It's been a while since Coca-Cola has appeared so proud of its ability to pep up those who drink it… perhaps understandably given the negative coverage given to drinks which can over excite young children, the global drinks giant has tended to have a different emphasis in its advertising of late. Here, however, we witness an unbridled celebration of the drink's ability to get us moving… and the choreography is utterly joyous.

Each of its scenarios has been lovingly created by a directing team with an obvious passion for production design. It would be beautiful without the gorgeous movement... with it, it's just the tonic needed during these most trying of times.

Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
Creative Director: Joe de Souza / Juan Sevilla
Creative: Jay Daniells / Abbey Monteiro / Will Lancaster
Agency Producer: Tom Dean
Film Production: Caviar Ⓟ Ⓦ
Director: Los Pérez ♀ Ⓟ Ⓦ
Producer: Nick Goldsmith
Executive Producer: Ellie Goodwin
Cinematographer: Benjamin Todd Ⓦ (WPA Ⓟ Ⓦ)
Editor: Sam Bould Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
VFX: The Mill Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Music: Tyler, the Creator

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.