Coca Cola Ad Unites Teens Through Music
Wed, 04 May 2011 14:54:07
One Night Only Videos
Coca-Cola is set to rock teenage worlds in 2011 with "Coca-Cola Music," an innovative new music program that will give teen fans the inside track on the creation of music and the opportunity to view the industry's leading artists at work.
The new band One Night Only have 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." Watch the video for "Can You Feel It" here.
Produced by Wieden+Kennedy Amsterdam, 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. That sounds like every day of my life in college.
Though they might feel like they are on their own, the teen ritual is one that takes place in homes across the world. Featuring hundreds of teens of different nationalities alongside One Night Only, the ad portrays this universal moment, bringing down the boundaries and uniting teens all over the world through their love for Coke and music. Coke and tunes – both are teenage rights of passage.
"Navigating the insecurities that inevitably come with the teen years is never easy. Coke is unencumbered by the drama of life, it is a simple moment of happiness, not unlike rocking out in the privacy of your own room.” comments Mark Bernath, Executive Creative Director of Wieden+Kennedy Amsterdam.
An interactive music video for "Can you Feel It” was also shot on the same set. Available online at www.coca-cola.com/music, teens will be able to see themselves in the video with the band by filming and uploading their own footage, which can then be shared with friends through their social networks.
George Craig of One Night Only commented, "The whole vibe of this project was to show that music has the same effect on people all over the world. It can be a real release from day to day life and there's nothing better than getting in from school, opening a Coke, and playing your favorite music."
"Walls" is the latest work created for the Coca-Cola Open Happiness campaign which has now launched in over 200 markets.
"Coca-Cola Music" broke first in Germany in January with the launch of the "Walls" TVC. The program will have launched in over 100 markets by the end of 2011.
Did you check out the video for "Can You Feel It?" Coke or Pepsi? I am voting Coke, especially because of this ad.