14 Nov Coca-Cola ‘Share A Coke With Bobby’ TVC + The Making Of

[youtube]http://www.youtube.com/watch?v=fGXrvk6d80c[/youtube]

Coca-Cola gets personal in their summer campaign, Share a Coke, which launched in SA this month.

President at Coca-Cola South Africa, Therese Gearhart, says, “We’re swapping our brand name with yours. This campaign features 600 of the country’s most popular names on Coca-Cola bottle labels and cans. In addition, Share a Coke vending machines will be on tour so that consumers can personalize their very own Coca-Cola cans.”

A big part of the new campaign is this TVC, “Share a Coke with Bobby”, made by Draftfcb and Velocity Films. The commercial follows the story of a loveable dog as he interacts with lots of people during his search for his own name up in lights. South Africa is the first country on the African continent to kick off this campaign, and therefore all aspects of the campaign have been customized to fit local insights, culture and humour.

Instead of using actors in the ad, the commercial taps into the local urban youth culture front by featuring the well-known collectives: I See a Different You,  Boyzbuks, Vintage Crew, The Sartists (Kabelo Kungwane and Wanda LePhoto) and Soweto Skate Society, as well as other South African ‘it’ kids.

Check out the ‘making of’ below.

Credits:

Coca-Cola:

Sharon Keith – Marketing Director: Coca-Cola Southern Africa

Marius Vorster – Head of Marketing: Coca-Cola TM

Khaya Dlanga – Senior Communications Manager – Content Excellence: Coca-Cola

Sandya Leckram – Strategic Marketing Manager: Coca-Cola TM

Ramo Ledwaba – Brand Manager: Coca–Cola TM

Marina Loubser – Marketing Communications Manager: Coca-Cola

Ad agency: Draftfcb Johannesburg

Brett Morris – Chief creative officer

Jonathan Deeb – Executive Creative Director

James Cloete – Creative director

Nkgabiseng Motau – Art Director

Mukondeleli Ralushayi – Copywriter

Vanessa Borthwick – Producer

Struan Bourquin – Group Account Director

Production House: Velocity

Director: Greg Gray

Producer: Helena Woodfine

DOP: Paul Gilpin

Production House Art Director: Chris Bass

Post Production House: Deliverance Post Production

Editor: Ricky Boyd

Online edit : Blade

Music : Ting Tings – That’s not my name

www.shareacoke.co.za

[youtube]http://www.youtube.com/watch?v=DNhbrCwu7Bk[/youtube]