Coca-Cola No Sugar and Marvel Studios join forces in major global production created by JWT Brazil
Coca-Cola No Sugar and Marvel Studios just joined forces to launch a commercial that was crafted to be enjoyed with popcorn, and of course, an icy-cold cup of Coca-Cola No Sugar. Scripted and directed with inspirations from new movie ‘Avengers: Endgame’, 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.
Attributing the role of the commercial’s protagonist to 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. "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.
With a crew that involved over 300 professionals 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. In order to give the feeling of a cosmopolitan space that could be localized in markets all over the world, the location chosen to give life to this adventure was Mexico City. “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”, says Ricardo John, CCO and president of J.Walter Thompson Brasil.
All this collective effort included: the prestigious production house Landia, the director Rodrigo Saavedra, an ex-creative from Mother London - who has won two Lions at Cannes - and two Oscar winners in the technical crew. Says Saavedra, “The greatest challenge in this spot for me was to get the tone right. There’s a certain amount of humour 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”.