Following the launch of "bloke Coke" in the UK, the brand makes a further attempt to appeal to the boys with this videogame-style animated ad. We see tough guy Ray transformed from a violent thug by the taste of Coke. We then follow him on an unexpected rampage of love and kindness, performing good gestures and charitable deeds, rather than random violence and theft. The ad, which took 15 weeks to produce, ends with the setting changing from gangsta-game to Hollywood musical. To get the end sequence right, directors Smith and Foulkes worked with a choreographer and filmed dancers who interpreted the moves for individual characters. The ad will appear in US cinemas from this week followed by TV worldwide.