JWT Brazil, Coca-Cola No Sugar and Marvel Studios have assembled to craft a great new spot that ties in perfectly of Avengers: Endgame. And like Thanos’ snap, the work affects the universe, but in a positive way this time.
Mirroring the story of powerful women heroes in Endgame the commercial’s protagonist is a young woman, who manages to act like a heroine without ceasing to be an ordinary person, was how Coca-Cola No Sugar managed to uplift the fans’ experience.
Director Rodrigo Saavedra was helped by a crew of over 300 in production alone and only six weeks between approval of the script and final launch date on April 12th, the realization of this project was only possible thanks to the conjoined efforts of the two brands working closely every step of the way. Watch the :60-second spot below:
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“Since the brand has always been associated with a young audience, connecting with Marvel Studios and with one its most anticipated films this year only reinforces this connection and helps us tell new stories to our consumers”, says Poliana Sousa, marketing director of Coca-Cola Brasil.
Ricardo John, CCO and president of J. Walter Thompson Brasil, added, “The real story we’re telling here is how two absurdly colossal brands like Coca-Cola and Marvel Studios managed to create such a great and deep work synergy to the point of developing together, a 100% balanced story between the two co-protagonists’ interests.”
Saavedra, who used to be a creative at Mother London had this to say, “The greatest challenge in this spot for me was to get the tone right. There’s a certain amount of humor in a teenager chasing a bus and somehow becoming her very own hero in the process. I wanted the film to ride that line between epic action blockbuster and more light-hearted mood. I think we achieved that especially well in the water balloon fight scene, in which the heroine is inspired by Captain America.”
Credits
Client: Coca-Cola
Clients: Poliana Sousa, Beatriz Bottesi, Yugo Motta, Flavio Reghini, Martin Basdevant, Erica Tomas
AGENCY: J. Walter Thompson Brasil
ART DIRECTOR: Mica Moran, Vinicius Pegoraro
CHIEF CREATIVE OFFICER: Ricardo John
CREATIVE DIRECTOR: Renata Leão, Gustavo Lacerda
COPYWRITERS: Rafael Miessi, João Gandara
PLANNING: Stella Pirani, Gisele Bambace, Erica Rigobello, Marina Simões
CLIENT SERVICES: Marcos Richter, Jayme Neto, Fabiana Santana, Ana Clara Jardim
HEAD OF PRODUCTION: Maisa Delgado
CLIENT SERVICE DIRECTOR: Felipe Giacon
EXECUTIVE CREATIVE DIRECTORS: Cassio Moron, Rodrigo Da Matta
PR: Marina Peixoto, Helena Bertho, Andrea Assef, Vivian Zeni
MEDIA AGENCY
MEDIA PLANNERS: Giovanna Venturelli, Stella Lopes, Luca Lima, Aline Castro, Larissa Isabelle, Lindsay Novaes
PRODUCTION COMPANY: Landia
EXECUTIVE PRODUCER: Carol Dantas/ Sebastian Hall/ Gaston Magnani
DIRECTOR: Rodrigo Saavedra
DOP: Arnau Valls Colomer
PRODUCTION ASSISTANTS: Luis Enrique Hernandez
PRODUCER DIRECTORS: Ana Ximena Rincon
ART DIRECTOR: Fernanda Guerrero
DIRECTION ASSISTANT: Rodrigo “Rorraz” Valdes
PRODUCTION COORDINATOR: Juan Hernandez
WARDROBE STYLIST: Ifigenia Martinez
LINE PRODUCER: Karla Hernandez
OFFLINE
EDITOR: Alejo Santos
POST PRODUCTION COMPANY: Mosh VFX
POST-PRODUCTION COORDINATOR: Elton Bronzeli
COLOR COMPANY: Marla Grading
MUSIC DIRECTOR: Lou Schmidt
SOUND COMPANY: Antfood
The commercial will be aired in 57 countries, without any adaptation to regional markets – an unprecedented fact in the history of the world’s most famous soda brand.
Source: JWT, Brazil
