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Coca-Cola releases ads for ‘Move to the Beat’ campaign

Coca-Cola has released the first global commercials for its fully-integrated ‘Move to the Beat’ London 2012 Olympic Games marketing campaign.

Created by Mother London, four films have been created in 30- and 60-second formats, as well as two longer films lasting two and four minutes.

The ads centre around a new track by Mark Ronson and Katy B, Anywhere in the World, which was created as the anthem for Coca-Cola’s Olympic Games campaign. Olympic athletes also feature in the ads.

Back in September, Coca-Cola invited teens to attend a free festival-style gig featuring Ronson and Katy B. The gig was filmed to provide footage for the campaign. Additional footage from the event will be used to create a music video for the anthem, which is due to be released as a single.

The ads will be aired in multiple countries across the globe from early 2012 and are available in global, US and local market formats.

Other activations include in-store displays, out-of-home advertising, experiential programmes, mobile and digital initiatives, building on its ‘Open Happiness’ platform.

“We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share,” says The Coca-Cola Company vice-presdient of global advertising strategy and content excellence Jonathan Mildenhall. “This wasn’t about shooting a television commercial. It was about inspiring teens to move and capturing the story from multiple angles and viewpoints in order to create pieces of film that could be spread across multiple media platforms.” 

Jenni Baker, London