Sydney-based Publicis Mojo concocted this short film (one of three), which is part of a major European promotion for Coca-Cola’s Burn energy drinks.
It’s not easy to grasp the passion for skateboarding or skateboarders in general. Most perceive them as a bunch of meddlesome teenagers who destroy property and consume theirs lives on a meaningless past time just skating their way through life. It’s not meaningless. Would you say Lance Armstrong riding his bike all over the place is? I think not. It’s his dream and this is their dream.
To quote T.E. Lawrence, “All men dream, but not equally. Those who dream by night in the dusty recesses of their minds wake in the day to find that it was vanity; but the dreamers of the day are dangerous men, for they may act their dream with open eyes, to make it possible.”
The art direction in this piece, which was shot in Mexico City by director Garth Davis and features pro skateboarder Steve Berra, is on target for Coke’s urban audience while the dream-like atmosphere and kick-ass visuals (as a skater might say) succeed in connecting with the product’s demographic.