How JWT Brazil and Dolby Captured the Iconic Sound of Coke Being Poured Over Ice

The refreshing crackle of pliers snapping a VHS

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When it comes to creating the sensation of being inside a Coca-Cola while it's being poured over ice, sound is everything.

That's why JWT Brazil partnered with Dolby for a new cinema ad featuring Coke, and the resulting spot will soon be featured in place of the sound system's usual pre-movie promo.

To deliver the heightened sound of fizzing soda and crackling ice, JWT worked closely with Dolby and its latest system (Dolby 7.1 Surround Sound), which, of course, is a powerful differentiator between seeing movies in theaters and at home.

Beyond marketing Coke, the ad was intended to illustrate the all-enveloping power of Dolby's system and capture the best aspects of theater-going.

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