Ad of the Day: Coca-Cola Uncorks a Six-Minute Musical Extravaganza, 'The Great Happyfication' | Adweek Ad of the Day: Coca-Cola Uncorks a Six-Minute Musical Extravaganza, 'The Great Happyfication' | Adweek
Advertisement

Ad of the Day: Coca-Cola

W+K's fifth 'Happiness Factory' spot is a six-minute musical spectacle

Advertisement

So, you wanted more Happiness Factory? Here's more—a full six and a half minutes' worth.

For the fifth installment of their much-loved advertising series, Coca-Cola, Wieden + Kennedy Amsterdam and Psyop get even more supersized, setting a whole song-and-dance number inside the fantastical, exhilarated innards of the magical animated Coke vending machine. "The Great Happyfication," as the new spot is called, brings back characters familiar from the earlier ads, including Pete the "wham-bam-magic-man" narrator, Wendy the giddy cheerleader, and a trio of singing penguins—along with loads of anatomically distressing creatures, all of whom are bursting at the seams with carbonated glee. The video, which has been playing for visitors at Coke headquarters in Atlanta since June but rolls out today on YouTube and Facebook, offers five steps for achieving happiness—a kind of sugar-infused self-help guide based mostly around being good to others and not taking life too seriously. The second-most-famous five-note melody in advertising (after McDonald's) is more prominent than ever, and the whole spot has enough giddy charm to achieve its goal of infectious fun.

There are a few oddities. It's a little weird that the video still addresses its audience as though it's camped in a darkened theater in Atlanta. And you'll notice around the 3:24 mark that snowmen are still getting slaughtered en masse as part of the bottle-chilling process.

But otherwise the utopia is complete. "We wanted to make the happiest six and a half minutes in film," says Coke ad chief Jonathan Mildenhall. Short of the opening scene in Happy Feet, they might have done it.



CREDITS:
Client: Coca-Cola
Spot: "The Great Happyfication"
VP Global Advertising Strategy and Content Excellence: Jonathan Mildenhall
Global Communications Manager: David Campbell
Group Director Film and Music Production : Nick Felder
Creative Producer, Film & Music, Global Content Excellence: Rachel Holbrook
Creative Director World of Coca-Cola: Craig Lovin

Agency: Wieden + Kennedy, Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Directors: Eric Quennoy, Mark Bernath
Art Director: Mathew Jerrett
Copywriter: Sean Vij
Broadcast Director: Erik Verheijen
Agency Producers: Olivier Klonhammer
Planner: Amanda Feve
Group Account Director: Andrew Kay
Account Director: Philip Jacobson
Account Manager: Ilkay Dibekoglu
Project Manager: Kate Blumer
Business Affairs: Karen Crossley

Production Companies: Psyop/Smuggler
Director: Psyop
Psyop Creative Directors: Todd Mueller, Kylie Matulick.
Executive Producer: Neysa Horsburgh
Producer: Amanda Miller
Assistant Producer: Chase Masterson
Animation Lead: Dan Vislocky
3D Lead: Kyle Cassidy
Compositing Leads: Danny Koenig, Jason Conradt
Editor: Brett Nicolletti

Sound Design: Henry Boy
Sound Designer: Bill Chesley
Executive producer: Kate Gibson

Audio Post: Grand Central Sound Studios
Sound Designer/Mixer: Raja Sehgal

Music Company: Human
Composers: Edmond Dunne, Timothy Moore,
Andrew Bloch, Morgan Visconti