Coca-Cola is supporting its new music initiative with a TV ad celebrating the teen ritual of rocking out in the privacy of your bedroom.
The Walls ad, created by Wieden & Kennedy, shows teens from all over the world miming, dancing and playing air guitar to a new track by up and coming band One Night Only. Can You Feel It was written and recorded specifically for Coca-Cola Music.
Mark Bernath, executive creative director of Wieden & Kennedy Amsterdam said: “Navigating the insecurities that inevitably come with the teen years is never easy. Coke is unencumbered by the drama of life; it is a simple moment of happiness, not unlike rocking out in the privacy of your own room.”
The music programme aims to give teenagers an insight into how music is made and the opportunity to see artists at work. An interactive music video for the track was shot at the same time and is available at the Coca-Cola website. Users can film and upload their footage into the video and then share it with friends via social networks.
“The work created for “Coca-Cola Music” is perhaps one of the broadest spreads of content that the Company has ever produced that hasn’t been associated with a global event like the Olympics or the World Cup,” said Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.
The supporting campaign broke in Germany in January and will roll-out globally over the coming year.