W+K Presents the User-Generated Content Version of Coke’s ‘AHH Effect’

By Shawn Paul Wood 

As the season finale of any major show approaches, advertising agencies and brands gather together around their chai teas, complicated brownies and erasable markers to determine how they can collectively take advantage of the ratings spike to come.

Coca-Cola figured out a way to win during the season finale of ‘American Idol’: user-generated contact.

Of course, the brand needed the help of Wieden+Kennedy to pull it off.


The video, which will premiere during tonight’s finale, was the result of a contest that began months ago under the “AHH” umbrella of ingenuity. Consumers created each clip, and editors completed the final cut of 40 AHHs by drawing from a group of more than 400 submissions from around the world.

While the “AHH Effect” campaign has been airing on VH1, MTV, and other channels broadcasting everything but music, this spot marked its network debut.

Credits after the jump.

Wieden + Kennedy  Portland
Global Creative Directors: Hal Curtis, Jeff Gillette, Antony Goldstein
Executive Creative Directors: Joe Staples, Susan Hoffman
Copywriter: Becca Wadlinger
Art Director: Brad Trost
Producer: Kirsten Acheson
Account Director: Thomas Harvey
Account Executive: Dana Borenstein
Head of Production: Ben Grylewicz
Business Affairs Manager: Connery Obeng
Editorial Company: Joint Editorial
Editor: Nicholas Davis
Post Executive Producer: Patty Brebner
Post Producer: Alex Theisen
Assistant Editor: Kristy Faris
Mix: Lime Studios/ Joint Editorial
Mixer: Zac Fisher/ Noah Woodburn
Producer: Susie Boyajan / Shelli Jury
Music: The Jude, Les Filles Francais
Sound Design: Nicholas Davis
Visual Effects Company: Method Studios
VFX Producer: Cara Farnsworth
Flame Compositor: Aidan Thomas