Coca Cola "Moves to the Beat" for the London Olympics
April 27, 2012 | Justine Kelly
Coca-Cola has produced a slick new commercial (below) to coincide with the 2012 London Olympics. Featuring five elite athletes from five different countries, the spot has a hip, cosmopolitan feel. If you're not already in the Olympic spirit, you will be after watching it.
Created by music producer Mark Ronson and featuring "Move to the Beat" by singer/songwriter Katy B, the spot combines sounds of the music with the sounds of athletes training and competing. Ronson traveled to four continents to meet with the athletes and record the sounds of their sport in their home towns. He then mixed these sounds with the beats of the music to make an original and powerful anthem.
The commercial currently airing includes the sounds of American hurdler (and STACK athlete) David Oliver, Mexican taekwondo specialist Maria Espinoza, Singaporean archer Dayyan Jaffar, British table tennis player Darius Knight and Russian sprinter Kseniya Vdovina. However, Coca-Cola is making this a truly global effort. At Coca-Cola.com, athletes from around the world can create their own beat, mix it with "Move to the Beat" and share it with a worldwide audience. The Coke Beat Maker App even allows you to create your remix on the go.
The campaign has also spawned a giant piece of urban art. Situated in Hackney, East London, the dramatic Beat Wall is a huge (82' wide x 33' tall) mural painted by a group of internationally acclaimed young artists: photorealist Neil Edward, Hadley Ever and Sam Bates. Watch the wall come to life in the video below.