What's for dinner tonight? Looks like American, Chinese, Spanish, Russian, Indian, Mexican … and all of it served with a Coke!
Cue Coca-Cola's first big advertising push since the Covid-19 outbreak began, anchored by a 90-seocnd spot from Anomaly that collects footage from home kitchens and dining rooms around the world:
"Lost together, we discovered ourselves again," beings the narration from actress Soleil Patterson. "And we realized that the things that matter deserve time."
"From now on," she concludes, "we're not going to leave anything on our plates. Because we've learned to savor the moments that weren't always there. And they never tasted this good."
Kim Gehrig of SomeSuch directed the film, using remote techniques to capture scenes from 13 households in locations such as Orlando, Shanghai, Lisbon, Kiev, London, Mumbai and Mexico City. Emerging Malian artists Amadou & Mariam provide the upbeat soundtrack, "Sabali," enhancing the spot's international flavor.
"We wanted to bring to life, in the most authentic and respectful way, the role that food has been playing in our lives these days," Anomaly group creative director Laura Sampedro tells Muse. "Yes, in this ad people share smiles and Cokes, but they also share tears and uncertainty as they go through these messy and strange times."
"Our take was that whatever our race, religion or nationality, we all have come to re-appreciate a bit more those moments that really matter," she says. "That's Coke's way of seeing the glass as half full."
The spot launches the brand's "Together Tastes Better" global platform, which will feature support for local restaurants, plus a partnership with Disney, Lin-Manuel Miranda and Jose Andres around Friday's Hamilton movie premiere on Disney+.
The COCA-COLA Company
Group Director Social Center & Prod.IMC: Sarah Traverso
Integrated Marketing Comms Director: Guillermo Gimenez-Brotons
Coke IMC Director: Russ Mischner
VP Coke Trademark: Jaideep Kibe
Coke Brand Director: Erica Tuggle
IMC, Sr Producer: Rebecca Smith
IMC, Sr Producer: Jennifer Kramer
Group Creative Directors: Carlos Alija, Laura Sampedro
Creative Director: Dan Shapiro
Associate Creative Director: Harry Neville-Towle
Executive Producer: Jenn Pennington
Account Director: Alyssa Tacopino
Business Affairs Manager: Bianca Lauria
Director: Kim Gehrig
Executive Producer: Nicky Barnes
Head of Production: Michelle Stark
Producer: Lee Groombridge
Production Supervisor: Luke Thornton
Director's Assistant: Steve Shaw
Global DOP: James Laxton
Global Food Stylist: Katie Giovani
Kiev, Ukraine: Radioactive Film
Lisbon, Portugal: TwentyFourSeven Productions
London, England: Somesuch/Unit 2 Royale Studios
Mexico City, Mexico: The Lift
Orlando, Florida: Somesuch
Shanghai, China: P.I.G China
Music supervision/Sound Design: SOUNDTREE
Managing Director/Music Supervisor: Jay James
Founder/Composer: Peter Raeburn
Head of Music/Composer: Luis Almau
Composer/Music Producer: Luke Fabia
Senior Producer: Neil Athale
Sound Designer: Henning Knoepfel
Sound Designer's Assistant/Transfer: Graham Norman
Music Track: "Sabali" by Amadou & Mariam
Edit: Trim Editing / Cosmo Street Editorial
Editor: Tom Lindsay
Assistant Editors: Alexander Evan Morales, Dave Davies, Joshua Mannox
Head of Production: Anne Lai
Color: 3 NYC
Colorist: Tom Poole
Producer: Alexandra Lubrano
Finishing: Rock Paper Scissors- NYC
Senior Flame Artist : Edward Reina
Assistant Flame Artist: Austin Hazzis
VFX Producer : Barbara Kontarovich