Coca-Cola in Great Britain and Ireland engaged Tyler, the Creator to drop some beats that capture the experience of drinking a Coke.
The artist delivered an appropriately effervescent, sweetly layered track for this colorful, dance-driven two-minute film from Wieden + Kennedy London and director Los Perez of Caviar Films:
All that frenetic fizzy footwork is geared to introduce a new Zero Sugar formula. Guess it's still got plenty of caffeine!
It's mostly an instrumental track—though "Sip sip sips," "Oohs" and "Ahhhs!" bubble up—because drinking a Coke provides "a beyond-words sensation," the soft-drink giant says.
That's a bit much. But hyperbole aside, the work delivers a buoyant brand message, both in the full-length spot and this 30-second edit:
The campaign launches today across TV, online video, radio and interactive out-of-home media. Coke invites fans to recreate the dances on their own social channels. The tune drops March 5 on streaming platforms, when we'll learn its title. ("The Real Thing" perhaps? That's got a certain ring.)
In recent tweets about the work, Tyler drops an affable F-bomb and reveals that he played flute on the song:
drums are fucking hard the low end is shaking— Tyler, The Creator (@tylerthecreator) February 21, 2021
thats me playing the flute at the beginning 🥴— Tyler, The Creator (@tylerthecreator) February 21, 2021
"What is brilliant about this campaign is how we have merged the power of creative and connections to be able to increase our efficiency and effectiveness in our overall plan," says Walter Susini, Coke's svp of marketing for Europe. "We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touch points to push the brand experience."
The ad, titled "Open that Coca-Cola," follows recent pan-European efforts from 72andSunny Amsterdam that put New Year's resolutions on cans and harnessed the wordplay of performance artist George the Poet.