While recent efforts for Coca-Cola have celebrated the centennial of the classic Coke bottle, JWT Brasil chose to highlight a different side of the experience of cracking open a Coke: the sound. The agency teamed up with Dolby to capture the sound of opening a bottle of Coke and pouring it over ice in Dolby 7.1 Surround Sound for a cinema campaign in Brazil.
The resulting 30-second spot presents a view from inside the bottle as it is popped open. As the carbonation bubbles and the soda streams upward, the shot changes to the soda being poured into a glass. All the while, the main focus is on the sound of the drink’s effervescent release. While it’s hard to get the full experience without being in a theater, JWT Brasil seems to have done a good job capturing the moment of opening a Coke in auditory form — not a bad way to get movie goers thirsty for the beverage.
“Only an iconic brand like Coca-Cola can turn the act of opening a bottle into an amazing sensory experience,” said JWT Brasil chief creative officer Ricardo John, in a statement. “With that in mind, our goal was to bring this sensation to the extreme. To achieve that, we could only rely on the sound quality of a brand like Dolby.”
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