Mother unveils first work for Coke

Mother has unveiled its first national television work for both Dr

Pepper and the new still fruit drink from Coca-Cola called Alive.

The new campaign for Dr Pepper dumps the 'To try it is to love it'

strapline, replacing it with: 'What's the worst that can happen?'

The two executions use the comedy metaphor of a classic American high

school movie and use the idea of a worst-case scenario to challenge

teenagers to try the drink.

'Emergency' opens on a teenage boy passing a chiller cabinet and eyeing

up some bottles of Dr Pepper. However, as he takes a bottle out asking

'what's the worst that could happen?', the whole cabinet explodes and he

is buried under a pile of groceries. The situation escalates

catastrophically once the fire brigade is called to cut him out. His

embarrassment is complete after he is carried naked through the crowded

streets of New York, live on television.

The Alive campaign introduces the statement 'Alive is ...' and features

the responses to some of the hundreds of British teenagers that were

asked the question: 'What is Alive?' The various television spots,

including a boy trying out a number of new hairstyles, will be supported

by a national poster campaign.

Both promotions were written and directed by Mother. The Dr Pepper ads

were directed by Brian Buckley of Hungryman Films in New York. The Alive

campaign was directed by Ringan Ledwidge through Harry Nash. Media

planning is through BBJ and buying is through Universal McCann.

The two campaigns are part of a pounds 30 million air-time assault by

Coca-Cola, which is simultaneously launching drives for Fanta (through

Soul), Coca-Cola (McCann-Erickson) and Diet Coke (Wieden & Kennedy). The

new work is the culmination of a review process begun by the UK and

Ireland marketing director, Charlotte Oades, last autumn.

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