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By Hannah Bowler, Senior reporter

January 2, 2024 | 3 min read

Coca-Cola taps The Bear creator for its ‘New Guy’ campaign, showing the ‘magic and chaos’ of family occasions.

For the first time in The Coca-Cola Company’s more than 130 years of history, the FMCG giant has created a campaign that weaves together multiple products in one advert.

The showrunner and creator of the hit Hulu show The Bear, Christopher Storer, is behind the 90-second hero film.

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‘New Guy’ sees a man meeting his girlfriend’s family for the first time, at her family home, over a sports game. Coca-Cola said the spot celebrated the “magic and chaos” of getting together with family and friends.

Coca-Cola, Sprite, Smart Water, and Honest Kids juice all feature in the campaign.


Agency: Majority

Chief executive officer and founder: Omid Farhang

Chief marketing officer and founding partner: Jorge Hernandez

Creative director: Nicolo Giarrano

Associate creative director: Jake Tannery

Senior art director: Barbara Rego

Design director: Lonnie Garner

Senior producer: Christine Presto

Group account director: Estefania Calvachi

Account executive: Paula Bermudez

Director, brand strategy: Matt McLaren

Business affairs: Bill Meadows

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