Ad of the Day: Coke Zero

Is that all there is? Diet drinks, like life, usually leave you wanting more. Not Coca-Cola Zero. It will satisfy even the most obnoxiously hard-to-please soda drinker, according to Crispin Porter + Bogusky's new spot, which launches this weekend and ushers in a new brand positioning for the zero-calorie cola. The commercial—running online as a :60 and on TV as a :30—follows a guy who ain't ever satisfied from his youth into young adulthood. He doesn't want a plain cone; he wants it loaded with candy. He isn't impressed by a skateboarding dog; he wants it to be Tony Hawk. He bargains for more from potential employers, and a whole lot more from female clerks at the clothing store. Plenty of good things come his way, but he's always ready with a signature catchphrase: "And?" In the end, of course, Coke Zero stops him in his tracks. Taking a swig at a restaurant with friends, he pauses, flabbergasted—and finally utters a heartfelt "Thank you." The world—or at least some sugar water—has finally met his lofty expectations. The spot is nicely pieced together, with rapid-fire montages that illustrate the character's overactive imagination. The actor himself, Chad Jamian Williams, has a bit of an Adam Sandler thing going on—contemptible and entitled but in a comically conniving way that makes him somewhat tolerable. (He even looks like Sandler.) And as a simple summation of what consumers tend to crave these days, it doesn't get much more pointed than the word "And." The ad also introduces a new tagline: "Enjoy everything." But if it teaches us anything, it's that people these days enjoy almost nothing, as they neurotically pursue bigger, better, and more. It seems unlikely that Coke Zero will change any of that. But at least it won't make us any fatter than we already are. [jwplayer 175y1JIt-1kT9Z8rj] CREDITS: Client: Coke Zero Spot: "And" Agency: Crispin Porter + Bogusky, Boulder, Colo. Worldwide Chief Creative Officer: Rob Reilly Executive Creative Directors: Dave Schiff/Alex Burnard Creative Director: Matt Fischvogt/Shannon Mcglothin Art Director: Matt Kubis Copywriter: Liza Behles Sr. Integrated Producer: Sloan Schroeder Producer: Katie Porter Production Company: Hungry Man Director: Bryan Buckley Executive Producer: Cindy Becker Line Producer: Mino Jarjoura Director of Photography: Scott Henriksen Conform/Artist: Tara Demarco Post Production: The Mill L.A. Editorial Company: Number 6 Editor: Chan Hatcher Assistant Editor: Kyle Whitmore Telecine: New Hat Music/Sound Design: Comma Music Integrated Music Producer: Jorge Vargas Audio/Mix: Lime Studios Composer: Larry Pecorella Animation Company & City: Stardust L.A. Account Director: David Corns Management Supervisor: Christopher Schneider Content Supervisor: Drew Widell Content Manager: Kerstin Ulf Assistant Content Manager: Josh Lybarger

Brand Marketing

Ad of the Day: Coke Zero

Your greedy little soul is finally satisfied with a diet drink

Tim Nudd

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Tim Nudd