Ad of the Day: Fuze Tea

The Coca-Cola brand spins a global story with an intricate zoetrope from twofifteenmccann

It may be a ubiquitous beverage to Americans, but iced tea is a different choice of drink in other countries. So, Coca-Cola faces an interesting challenge as it launches its iced-tea brand Fuze Tea globally.

To do so, twofifteenmccann in San Francisco has come up with a lovely zoetrope spot using 12 spinning carousels to creatively convey an idea that will work in markets around the world. Using an illustrative setting of a tea plantation with a river running through it, the spot positions the brand as a product that feels handcrafted, which echoes Fuze's entrepreneurial roots before Coca-Cola bought it in 2007.

The zoetrope first introduces Fuze Tea's ingredients—tea leaves, water and lemon—before expanding to show silhouettes of the people who like the drink. Producing the commercial was a complicated effort, with 30 artists enlisted to create the more than 900 components used in the spot. Some 90 lemons alone were hand-cast and painted, while 36 sculptures of the flowers turning into a gramophone were created from a single mold.

In the world of lifestyle pitches and celebrities shilling for soft drinks, the spot has a welcoming feel from a multinational marketer, making it seem more like a boutique brand that feels at home in a hammock on a summer's afternoon—wherever you're drinking it.

CREDITS

Client: Fuze (The Coca-Cola Co.)

Spot: "Zoetrope"

Agency: twofifteenmccann

Chief Creative Officer: Scott Duchon

Associate Creative Directors: Mat Bunnell, Steve Couture

Art Director: Nik Daum

Director of Integrated Production: Tom Wright

Producer: Ben Latimer

Account Director: Zach Rubin

Account Executive: Lauren Mizrahi

Production Company: 1st Ave. Machine

Director: Ben Steiger Levine

Executive Producers: Mikha Grumet, Sam Penfield

Production Design: Jeff Everett

Zoetrope Designer: Bob Partington

Technical Director: Greg Anderson

Post Producer: Nick Litwinko

Editorial Company: Cut + Run

Editor: Akiko Iwakawa

Editorial Assistants: Stacy Peterson

Editorial Executive Producer: Raná Martin

Editorial Producer: Ashley Carrier

Color: The Mill

Colorist: Damien Van Der Cruyssen

Music: BeaconStreet Music

Composers: Andrew Feltenstein, John Nau

Music Executive Producer: Adrea Lavezzoli

Music Producer: Leslie DiLullo

Sound Design: Henryboy

Sound Designer: Bill Chesley

Sound Design Executive Producer: Kate Gibson

Mix: Sound Lounge

Mixer: Rob DiFondi

Audio Producer: Jill Silberstein