Coca Cola: Crave

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Released:	January 2009
Advertiser:	COCA-COLA
Agency:	WIEDEN & KENNEDY AMSTERDAM
Country:	Netherlands
Category:	Non-alcoholic drinks Soft drinks
Tags:	tv-spot Creativity

Credits:

Agency: Wieden + Kennedy, Amsterdam
Creative Director: Jorge Calleja
Creatives: Gregg Clamptter, Agse Altinolc
Agency Producer: Elissa Singstock
Production Co: MJZ, London
Director: Tom Kuntz
Telecine: Seamus O'LKane/Paul Harrison
Lead Flame: Richard Roberts/Gary Driver

3D: Jamie Lancaster

Sweltering in the heat of a summer evening a man sits lethargically in his apartment, a fan blowing in vain. As he mops his brow his eye catches sight of the shadow cast on the wall in what quizzically appears to be in the shape of a Coke bottle. He leaves his apartment into the harsh light and heat of the day and begins to see the outline shape of Coke bottles everywhere -- in the grill of a car, in the shape of buildings in the frame of a bicycle -- and hears the familiar sound of a Coke being opened when a workman opens a bucket lid. Is his mind playing tricks on him? He searches for something to quench his thirst and finally finds an open shop where he buys and drinks a Coke letting out a satisfying "ahhh" as he does so. His thirst slaked, he walks out of the store and hears a similar "ahhh" from above as we see a plane skywriting the same letters. The spot plays off of the sights and sounds of drinking a Coca-Cola and the "craving" that can only be satisfied by an ice cold Coke.