Wednesday, January 28, 2009

Coca-Cola: Avatar Super Bowl Ad

This one will air during Super Bowl 43. It shows people's virtual characters as a young man walks through the city and sees people on their laptops, PDAs, handheld video game devices, and cell phones. Beautifully animated gremlins, zombies, space people, animals, robots, mythical creatures, super heroes, fairies, spies, and what appears to be an orc from World of Warcraft graze the screen in flawless color. Can somebody tell me where this fantasty land exists -- where one can walk into a shop, sit down, and order a glass bottle of Coke? Seems like a utopia...

This commercial further integrates Coke into our growing digital world. A couple years ago we saw a Grand Theft Auto styled ad from Coca-Cola, and this year they have stepped it up to include a numerous variety of possible avatars people use in their daily lives.

The name of the song is "Stranger in the Crowd" by Cee-Lo Green (of the group Gnarls Barkley.) It's a cover of an Elvis Presley song (1970).

I like this commercial. I think it will cheer people up! "Open happiness" is a double sided slogan, either meaning opening up a can/bottle of Coke, or just the feeling of joy flowing freely throughout the world. I also appreciated the "open" sign on the shop window. It's all planned to enforce their message... amazing!

Also, watch out for a remake of the 1979 football spot, where the kid gives Mean Joe Green a Coke and gets his jersey in return. Only the new one will be for Coke Zero and will star Pittsburgh Steelers safety Troy Polamalu. (Here it is.)

Click here to watch Coke's other Super Bowl commercial.

Guru Grade: 8 / 10

Click to see the full credits

Client: Coca-Cola
Agency: Wieden + Kennedy, Portland
Executive Creative Director: Mark Fitzloff,
Susan Hoffman
Creative Director: Hal Curtis,
Sheena Brady
Copywriter: Eric Samsel
Art Director: Ken Meyer
Agency Producer: Lindsay Reed
Agency Executive Producer: Ben Grylewicz
Production Company: Nexus Productions
Director: Smith & Foulkes
Director of Photography: Mattias Montero
Executive Producer: Chris O'Reilly,
Charlotte Bavasso
Head Of Production: Juila Parfitt
Producer: Melody Sylvester
Animation: Nexus Productions
Head of 3D Animation: Ben Cowell
Character Design: Mustashrik Mahbub
Storyboard: Adam Beer
Editorial Company: Speade
Editor: Art Jones
Post Production: Framestore
Managing Director: Helen Stanley
Online Producer: Kristy Cleminson
Creative Director (Framestore): Mike McGee
Senior Flame Artist: Will Barlett
Audio Post Production: 750MPH
Engineer: Gary Walker
Audio Post Producer: Syleste Molyneaux
Music: Solitaire Studios
Executive Producer (Music): Monica Tannian
Music Producer: Graham Marsh
Composer: Cee-Lo Green
Sound Design: Stimmung
Sound Designer: Gus Koven
Producer (Stimmung): Jack Catlin,
Kelly Fuller
Animatics: Joint Editorial
Animatics Editor: David Jahns
Executive Producer (Joint): Patty Brebner