Ames, who also leads creative for the company’s nutritional portfolio, said the hero film marks both Storer’s directorial debut in the branded content space and Coca-Cola’s first time delving into using a single, cohesive storyline for what he calls “emotional storytelling” for its range of brands.
In the past, Coke has done portfolio programs for sponsored tentpole events such as March Madness and the Olympics featuring the “family of brands.”
He credits the company’s North America chief marketing officer, Shakir Moin, with inspiring the creative leap.
“[He called and] said, ‘We need to start the year off strong,’” said Ames. “And one of the things we’ve been trying to do a better job at is leveraging more portfolio plays, but doing it in an interesting way.”
A 360-degree push
“New Guy” is part of a 360 campaign that will include OOH creative depicting the brands as “proud sponsors” of such things as “game day grub,” “excessive celebrations” and “getting the team back together.”
Ames and his team have partnered with Majority and Open X to create almost 40,000 individual pieces of creative, which he said will leverage programmatic and AI behind the scenes to serve customized ads from two of its brands to individual consumers based on their profile. Customizable ads have also been created for in-store partners such as Kroger and Walmart.
“It’s all very on-the-field language and off-the-field occasions that’s more human-specific versus on-the-field specific,” said Ames of the campaign’s core messaging.
The brand has used AI technology in recent months for its holiday campaign and a Y3000 Zero Sugar launch with the Jonas Brothers.
The 90-second hero spot will also be cut down to 30- and 6-second versions, and will run during sporting events on ESPN and broadcast, cable, digital, cinema and social.
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