Video: Coca-Cola launches Olympic torch campaign
Coca-Cola is launching a new marketing campaign to promote its involvement with the London 2012 Olympic Torch Relay and to find young hopefuls to carry the flame.
The Future Flames cinema ad runs from today and shows This is England actor Thomas Turgoose carrying the Olympic torch across urban and rural Britain.
Coke commissioned the ad in its official capacity as a partner of the Olympic Torch Relay, which begins in May next year and will see the symbol of the games tour much of the UK.
Created by Vizeum, the cinema ad encourages viewers to nominate a "passionate" youngster to help carry the torch along its journey.
The cinema ad is part of a much wider campaign from Coca-Cola to mark its involvement in the torch relay.
A TV ad will run from 18 July for five weeks and there will also be radio, outdoor, digital and PR elements to the campaign along with on-pack messages and regional events.
Coca-Cola has also struck a deal with Bauer and Global Radio to run advertorials and interviews with athletes and celebrites on Capital FM, Kiss, Kerrang, Heat and Smash Hits Radio.
James Quincey, president, northwest Europe & Nordics at The Coca-Cola Company, said: "The Future Flames campaign will find those who burn the brightest and give them the once in a lifetime opportunity to carry the Olympic Flame during the London 2012 Olympic Torch Relay.”