Mother creates Coca-Cola torch relay ad in run-up to Games
Coke is to air the next phase of its Olympic 'Move To The Beat' campaign, which will feature footage from the UK-wide torch relay.
The ad, created by Mother, will form a central plank of Coca-Cola's 'Move To The Beat' activity.
It airs on Monday (16 July) and shows different runners in different parts of the country holding the torch, spliced between footage of street parties and torch-relay processions from up and down the UK.
The runners in the ad are a group of six winners, aged between 16 and 26, of Coca-Cola's 'Future Flames' activity, which allowed members of the public to nominate the people in their local area that they believed deserved the accolade for their contribution to their community.
The ad uses a remixed version of Mark Ronson and Katy B's specially created track, 'Anywhere in the world', and ends with the line, "Celebrate Britain's beat with Coca-Cola."
The TV work is supported by outdoor and digital activity, along with the creation of a "colourful and visual representation" of the campaign for consumers to visit at the Olympic Park.
Coca-Cola is one of three presenting partners of the 70-day Olympic Torch Relay, alongside Samsung and Lloyds TSB.
James Eadie, Olympic portfolio director, Coca-Cola Great Britain, said: "This latest instalment brings together our activity as a presenting partner of the Olympic Torch Relay with our 'Move To The Beat' campaign – celebrating our 'Future Flames' remarkable achievements by not only carrying the flame for Coca-Cola, but now also appearing in our new TVC."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on campaignlive.co.uk
- Kiefer Sutherland makes dynamite cupcakes in Acer spot
- Coca-Cola chief counters Olympic seats issue
- Non-sponsors buy majority of Olympic outdoor sites
- SodaStream kicks off summer sampling activity after Coke dispute
- Coke to air debut ad-funded Olympic TV series
- Glacéau vitaminwater in Olympic ticket Twitter giveaway
- Coca-Cola unleashes the 'super fan' for Euro 2012 activity
- Coke's Future Flames drive features Dizzee Rascal, Eliza Doolittle and The Wanted
- Coca-Cola partners Spotify to boost music association
- Coca-Cola Olympic sponsorship to get 'social' audit
- Five Coke vehicles to travel Olympic torch relay route
- Designer / Creative Artworker David Thatcher Recruitment £25-30k, Wantage, South Oxfordshire
- Senior Account Manager / Account Director David Thatcher Recruitment 335-60k dep experience, Milton Keynes
- planning Director Twist Recruitment £80000 - £100000 per annum, London
- Digital Account Manager [Beauty Account] - Excellent London Agency - to £30k Fill Recruitment Ltd to £30k + great benefits, Central London
- Account Manager - Superb Central London Agency - to £30k Fill Recruitment Ltd to £30k, Central London
- Blippar connects disjointed families, says MEC executive
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
What we can all learn from how Daft Punk won the web