Coke unveils ad for Relentless starring Professor Green

By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Friday, 10 August 2012 11:15AM

Coca-Cola has launched its first TV ad for its Relentless Energy Drink featuring brand ambassador and rapper Professor Green.

The campaign went live this week. It aims to be a "visual reflection" of the brand’s "no half measures" messaging.

The ad features Green drinking from a can of Relentless before standing up to rap on top of a car bonnet. He then runs over a set of stationary vehicles before entering a venue and taking to the stage in front of dancing fans.

Green is joined on stage by Sierra Kusterbeck, the lead singer of American alternative-rock band Versaemerge, who sings a version of her single 'Avalon', written especially for the campaign.

The TV campaign was created by agency Resistance and directed by Ross Cairns.

It is supported across Relentless’s Facebook page, www.facebook.com/RelentlessEnergy and its Twitter profile, www.twitter.com/thisistheorder.

Relentless named Green as its new brand ambassador in June this year, marking the end of the brand’s "Virtues" activity.

This article was first published on campaignlive.co.uk

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