FitzCo//McCann created a holiday spot for Coca-Cola and Walmart entitled “Earn It” which features a sentimental twist designed to tug at heartstrings for the holidays.
The spot shows a teenager working odd jobs around the holidays to earn some extra money. After finally earning enough money he heads to Walmart to make his purchase, which is revealed in the next scene. Without giving too much away we can say that the spot is built around this reveal, which positions Coca-Cola and Walmart alongside some cute holiday sentimentality. Splitting an ad between two brands is no easy feet, but FitzCo//McCann manages to avoid shortchanging either party. In the opening shot, the protagonist is seen thumbing through a Walmart catalog while drinking a Coke. One of his money making schemes involves selling bottles of the soft drink for $1.25 each and he drinks a bottle again at the conclusion of “Earn It.” It also works surprisingly well with Coca-Cola’s larger “Open Happiness” campaign, albeit with the kind of sentimentality that might seem too much at any other time of year.
Credits:
Agency: FITZCO//McCANN
CCO: Noel Cottrell
GCD/CW: Mitch Bennett
GCD/AD: Wes Whitener
Sr. AD: Jean Tanis
Designer: Seth McWhorter
Sr. Producer: David Berngartt
SVP, Group Director of Strategic Planning: Craig Bagno
VP, Account Director: Joy Rowland Brown
EVP, Worldwide Account Director: Matt Woehrmann
Production Company: Biscuit Filmworks
Director: Aaron Ruell
DP: Jeremy Rouse
Exec Producer: Holly Vega
Producer: Tracy Broaddus
Editorial: Arcade LA
Editor: Kim Bica
Asst. Editor: Dean Miyahira
Producer: Jamie Lynn Perritt
Exec Producer: Nicole Visram
VFX: Timber
Lead Flame Artist: Chris Homel
Flame Assist: Austin Hickman-Fain
Producer: Emily Avoujageli
Executive Producer: Chris Webb
Color: Company 3 LA
Colorist: Stefan Sonnenfeld
Exec Producer: Rhubie Jovanov
Sound: Play Studios
Audio Mixer: John Bolen
Exec Producer: Lauren Cascio
Music: Massive Music
Sr. Producer: Courtney Jenkins
Creative Dir: Elijah B. Torn