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By The Drum Team | Editorial

February 16, 2012 | 2 min read

Coca-Cola has today unveiled a global TV ad, created by Mother London, as part of its Move to the Beat campaign.

The ad, which will premier in Britain during the Brit Awards on Tuesday 21 February, uses footage from a free festival-style gig it held for teenagers in the summer, featuring Mark Ronson and Katy B, as well as footage of Olympic athletes who were at the gig. Four films have been created in 30 and 60 second formats, as well as two long form films running two and four minutes.

The song “Anywhere in the World”, created as the song for the Coca-Cola Olympic Games and written by Mark Ronson and Katy B, plays in the advert.

Four athletes performed live at the event and are featured in the ad: Kseniya Vdovina (Russia) ran on a treadmill, Darius Knight (GB) played table tennis, Dayyan Jaffar (Singapore) recreated archery and David Oliver (USA) cleared hurdles on a raised track. Maria Espinoza (Mexico) appeared at the gig via video screens, and her Taekwondo shouts are featured in the song.

Sanjay Guha, marketing and Olympics director for Coca-Cola Northwest Europe and Nordics, said: “We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share.

“This wasn’t about shooting a television commercial. It was about inspiring teens to move and capturing the story from multiple angles and viewpoints in order to create pieces of film that could be spread across multiple media platforms.”

The ads are one part of an integrated marketing program for the Coca-Cola Move to the Beat campaign for London 2012, which also includes in-store displays, out of home advertising, experiential programs, mobile and digital initiatives and builds on the brand’s “Open Happiness” platform.

Coca-Cola London 2012 Olympics Sport

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