Creativity

Coke's Latest Tale of Teen Angst Explores Gay/Straight Friendships

Dustin Lance Black Directs Another Moving Tale

Published on Jul 09, 2015

Editor's Pick

Coke's True Friendship campaign, which has already charmed us with its tales of teen angst, continues with a truly moving film directed by Dustin Lance Black ("Milk').

The campaign, by Pereira & O'Dell, focuses on various different scenarios which question what makes a true friend (#VerdaderoAmigo). In this eight-minute film, a group of teen boys joke and tease each other in the usual high school way about girls, video games and such-like. Two of the boys are especially close buddies, but Rafael is hiding something from his friend Diego-- he's gay. When he leaves his phone unattended, Diego reads a text that surprises him. His decision to cover for his friend, and accept him for who he is, is what cements this true friendship. And, as Rafael points out, gay guys know all the pretty girls.

Black, who is a prominent LGBT activitist, also directed previous films in the series but said in a statement: "'The Text' was perhaps the most personal for me to direct. As an artist, I feel I have a responsibility to share the stories of who LGBT people truly are in order to dispel any atmosphere of fear that might prevent LGBT people from sharing their lives openly."

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Credits

Date
Jul 09, 2015
Agency:
Pereira & O'Dell
Agency Director:
Marta Fontcuberta
Client:
Coca-Cola
Integrated Marketing Communications Director:
Ismael Pascual
Content Excellence Director:
Diego Bracamontes
Agency Senior Manager:
Eduardo Ruiz
Manager:
Layla del Razo
Junior Manager:
Adriana Sahagun
Trademark Brand Director:
José Luis Basauri
Brand Director:
Unai Alvarez
Brand Manager:
Valeria Lopez
Global Design Director:
Rapha Abreu
VP of Design:
James Sommerville
Senior Global Design Director:
Tom Farrel
Global Design Project Manager:
Craig Stroud
Designer:
Christine M Lee
Designer:
Megan Libby
Senior Design Manager:
Aidee Rodriguez
Executive Creative Director:
Jaime Robinson
Creative Director:
Rob Lambrechts
Creative Director:
Rafael Rizuto
Senior Art Director:
Luke Acret
Senior Copywriter:
Omid Amidi
Senior Designer:
Moses Kelany
Chief Strategy Officer:
Ana Cortat
Strategist:
Sara Lezama
VP of Production:
Jeff Ferro
Senior Producer:
Victoria Whitlow
Co-Director of Client Services:
Henry Arlander
Trailer, Interactive Editor:
Collin Kriner
Senior Production Designer:
Aaron Rodriguez
VP of Distribution:
Josh Brandau
Project Manager:
Lauren Parker
Agency Marketing, PR:
Molly Parsley
Business Affairs Director:
Russ Nadler
Visual Effects:
Laundry!
Editing:
Umlaut Films
Editor:
Alex Rodríguez
Poster Designer:
Erik Buckham
Illustrator, Retoucher:
Adhemas Batista
Music:
One Direction, "Clouds"
Music Supervisor:
Aminé Ramer
Original Score Composer:
Grayson Sanders, Music Dealers
Production Company:
Bully Pictures
Director/Writer:
Dustin Lance Black
Director of Photography:
Carlos Verón
Executive Producer:
Jason Forest
Producer:
Gunner Clancey

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