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Cliff Freeman and Partners tonight breaks four new 60-second spots for Coca-Cola during the Olympics—two teen-targeted commercials and two others aimed at the mass market—which have two mark-edly different creative approaches.
In a departure from two humorous spots that broke in August and the two funny ones debuting tonight, the New York shop’s teen-targeted spots have a “philosophical, introspective feel,” said Arthur Bijur, agency executive creative director. He added that the work seeks to “talk to teens” and reflect their values, such as celebrating individuality in the context of shared experiences.
To the guitar strains of “Deo” by Amon Tobin, the first spot shows an ethnically diverse group of teens sitting on a rooftop before dawn.
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