Creativity

Coke Kicks Off the Summer With a Cute Beachside Romance

Lance Acord Directs Ad With a Latin Vibe

By Alexandra Jardine. Published on May 26, 2017

Editor's Pick

As U.S. summer gets going after Memorial Day, Coca-Cola is promoting itself as the beverage of choice for beach and pool-side flirting with a series of cute romantic spots.

A 60- and 30-second spot, "Break the Ice" kicked off in cinemas and on TV over the weekend. Directed by Lance Acord of Park Pictures for agency Fitzco/McCann, it depicts the tentative flirtation bewteen a shy, skinny beach bartender and a cute surfer girl who seems to be surrounded by more muscular types. Eventually, they bond over ice-cold Coke bottles.

Another spot in the campaign, highlighting Coke's personalized name bottle promotion, which is back this summer, depicts some pool-side flirtation between a lifeguard and a boy who's trying to guess her name.

All the spots have a light-hearted, Latin-influenced vibe clearly designed to get you in the mood for summer, and a straightforward message that's not trying to change the world -- you can always use a Coke as romantic currency.

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Credits

Date
May 26, 2017
Agency:
Fitzco/McCann
Chief Creative Officer:
Noel Cottrell
Client:
Coca-Cola
ECD/Writer:
Mitch Bennett
Executive Creative Director:
Wes Whitener
Writer:
Will Benham
Art Director:
Katie Mellor
Head of Integrated Production:
Christine Sigety
Business Director:
Mike McGarry
Director of Emerging Content:
Mike McGarry
Account Director:
Joy Rowland Brown
Account Manager:
Sophie Wolf
Chief Strategy Officer:
David Matathia
Global Strategy Director:
Craig Bagno
Production Company:
Park Pictures
Director:
Lance Acord
Director of Photography:
Lance Acord
Executive Producer:
Jackie Kelman Bisbee
Executive Producer:
Justin Pollock
Head of Production:
Anne Bobroff
Producer:
Caroline Kousidonis
Stylist:
Jaime Kay Waxman
Hair Stylist:
Edward Lampley
Makeup Artist:
Deanna Hagan
Editorial:
Exile Edit
Editor:
Matt Murphy
Producer:
Evyn Bruce
Executive Producer:
Sasha Hirschfeld
Managing Partner:
C. L. Weaver
Music Company:
We Are Walker
Music Supervisor:
Sara Matarazzo
Founder:
Sara Matazzo
Color:
CO3
Colorist:
Tim Masick
Producer:
Rochelle Brown
Mix:
Sound Lounge
Engineer:
Rob Difondi

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