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