It may be a ubiquitous beverage to Americans, but iced tea is a different choice of drink in other countries. So, Coca-Cola faces an interesting challenge as it launches its iced-tea brand Fuze Tea globally.
To do so, twofifteenmccann in San Francisco has come up with a lovely zoetrope spot using 12 spinning carousels to creatively convey an idea that will work in markets around the world. Using an illustrative setting of a tea plantation with a river running through it, the spot positions the brand as a product that feels handcrafted, which echoes Fuze's entrepreneurial roots before Coca-Cola bought it in 2007.
The zoetrope first introduces Fuze Tea's ingredients—tea leaves, water and lemon—before expanding to show silhouettes of the people who like the drink. Producing the commercial was a complicated effort, with 30 artists enlisted to create the more than 900 components used in the spot. Some 90 lemons alone were hand-cast and painted, while 36 sculptures of the flowers turning into a gramophone were created from a single mold.
In the world of lifestyle pitches and celebrities shilling for soft drinks, the spot has a welcoming feel from a multinational marketer, making it seem more like a boutique brand that feels at home in a hammock on a summer's afternoon—wherever you're drinking it.
Client: Fuze (The Coca-Cola Co.)
Chief Creative Officer: Scott Duchon
Associate Creative Directors: Mat Bunnell, Steve Couture
Art Director: Nik Daum
Director of Integrated Production: Tom Wright
Producer: Ben Latimer
Account Director: Zach Rubin
Account Executive: Lauren Mizrahi
Production Company: 1st Ave. Machine
Director: Ben Steiger Levine
Executive Producers: Mikha Grumet, Sam Penfield
Production Design: Jeff Everett
Zoetrope Designer: Bob Partington
Technical Director: Greg Anderson
Post Producer: Nick Litwinko