Developed by McCann-Erickson, the 30-second spot is the first in a series of commercials that will be launched this year. The TVC, entitled 'Beat game', features two college students playing a 'patty cake'-type of contest on campus as they vie for the big prize - a bottle of Coke.
The campaign has become so popular that within weeks of the TVC's launch, message boards on youth-oriented websites, where the game's lyrics have been transcribed along with the dance movements, were abuzz with discussion.
Mitch So-Villegas, McCann Philippines account director, said: "Coca-Cola's leadership status in the market makes the brand believable as a trend setter. It has a hold on youths who are into the latest fads, music, fashion, technological gizmos and entertainment. The brand is also synonymous with fun and life."
The agency team which worked on the account included creative director Peter Acuna; Rizzo Tangan, associate creative director and copywriter; Carlo Directo, ACD and art director; Henry Gonzales (art director) and Elyse Chan (account executive). The spot was directed by Sid Maderazo for Unitel Productions.