Everyone has a hero side in new Coke ‘Avengers’ spot

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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:

ALSO READ: ‘Avengers’ end all box office records with $156m Friday

“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

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