Consumers are throwing shapes in Coca-Cola's latest ad, which aims to showcase the galvanising taste of Coke.
Set to a new track by Tyler, the Creator, the ad begins as a group of teens saunter around a shop. One thirsty shopper opens a glass bottle of Coca-Cola, unleashing a cavalcade of (seemingly accidental) dance moves.
In a turn of events somewhat similar to the dancing plague of 1518 (in which as many as 400 people in Strasbourg, France, took part in spontaneous mass dancing with some, allegedly, dancing themselves to death), the involuntary dance craze goes on to affect self-carers, friends and even families sitting at their dinner table.
The campaign launched across TV, digital, radio and outdoor advertising, and fans are being encouraged to recreate the ad’s dance on social platforms. It comes alongside new packaging for Coca-Cola Zero Sugar, which removes the black band from the top of the can, instead using a black version of the Coca-Cola logo to distinguish it from classic Coke.
The work was created by Abbey Monteiro, Jay Daniells and Will Lancaster, and directed by Los Perez through Caviar. Media is handled by MediaCom.