A photo chronicle of the making of Coke's Angel TV commercial.
Wednesday, April 16, 2008
A Story Takes Flight: Coke Angel TV Ad
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HOW IT ALL BEGAN
As with all TV commercials, the Angel TV ad started with an objective. In this case, Coca-Cola's goal was to continue to spread the simple message of happiness which is what Coke is all about.
The joy of relishing an ice-cold Coca-Cola is beyond compare. It is an experience that is unique in itself but is universal with everyone. The great taste of Coke is beyond words, yet people from around the world speak of only one feeling when they drink it.
They are instantly transported to The Coke Side of Life.
So, other than humans, could there be beings out there who will be enticed to join the Coke Side of Life? Can Coke be that good that anyone would give up the life that they've been used to? Could the taste of Coke be that great that it can cause those living in totally different planes of existence to live in harmony on the Coke Side of Life?
And so the story unfolded.
The joy of relishing an ice-cold Coca-Cola is beyond compare. It is an experience that is unique in itself but is universal with everyone. The great taste of Coke is beyond words, yet people from around the world speak of only one feeling when they drink it.
They are instantly transported to The Coke Side of Life.
So, other than humans, could there be beings out there who will be enticed to join the Coke Side of Life? Can Coke be that good that anyone would give up the life that they've been used to? Could the taste of Coke be that great that it can cause those living in totally different planes of existence to live in harmony on the Coke Side of Life?
And so the story unfolded.
THE STORY
An angel gets curious about a refreshing drink that humans are enjoying, she decides to come down to earth and become mortal. She soon finds out she wasn't the only one who was enticed by this drink. A drink humans so dearly love--an ice cold Coca-Cola.
THE SEARCH FOR AN ANGEL
This is probably the hardest task that the production had to grapple with. In the first place, who has seen an angel?
Should she be brunette? Blonde? How about mocha-skinned?
It was decided that the angel's looks should take a backseat and the focus should be on acting. The TV ad is an interesting story in itself and acting would carry the day.
Below, some of those considered.
Should she be brunette? Blonde? How about mocha-skinned?
It was decided that the angel's looks should take a backseat and the focus should be on acting. The TV ad is an interesting story in itself and acting would carry the day.
Below, some of those considered.
Charlene
Gabrielle
Lina
ANGEL FOUND
In the end, the production found a real darling in the person of Brazilian model Michelle Dantes to play the crucial role of the angel. Not only is she stunning, she is also a natural in front of the camera. As the billboard photo shoot (below) shows, she is one joyful being.
THE DEVIL
Though the devil only served as the clever twist in the TV ad, there was much reservation whether there should even be a devil in the story. Fears arose of how his presence could be misinterpreted.
However, the bigger idea is that of harmony and happiness which is ultimately what Coke stands for. In this regard, the story of a devil choosing to become mortal because of Coke simply magnified this truth and in the end, his presence in the TV ad became indispensable.
However, the bigger idea is that of harmony and happiness which is ultimately what Coke stands for. In this regard, the story of a devil choosing to become mortal because of Coke simply magnified this truth and in the end, his presence in the TV ad became indispensable.
German-Vietnamese model Benjamin Tang plays the devil
THE DIRECTOR
Any TV ad, no matter how great the story is, can fail miserably if the wrong director works on it.
When this TV ad's storyboard was pitched to both local and foreign production houses, a number of directors made their wishes known that they be given the chance to work on the project as they understood the potential of the idea.
Due to a number of glitches, many of them had to beg off while we had to let go of some as they proved to be too expensive.
As fate would have it, we found a director that seemed to have been destined for this project. He is a young Aussie, passionate and eager to prove himself.
But above all, he is extremely patient and an eternal optimist, never breaking down nor losing his cool given the impossible demands that this project had put upon him.
Hats off to Adrian for a job well-done.
When this TV ad's storyboard was pitched to both local and foreign production houses, a number of directors made their wishes known that they be given the chance to work on the project as they understood the potential of the idea.
Due to a number of glitches, many of them had to beg off while we had to let go of some as they proved to be too expensive.
As fate would have it, we found a director that seemed to have been destined for this project. He is a young Aussie, passionate and eager to prove himself.
But above all, he is extremely patient and an eternal optimist, never breaking down nor losing his cool given the impossible demands that this project had put upon him.
Hats off to Adrian for a job well-done.
Adrian hamming it up with Coke Angel Michelle
Project 1
Music is the language of the soul and for a film to truly speak straight to the heart, it must have the right voice.
The choice of a "superband," members of which come from the Philippines' top bands couldn't any more be a stroke of genius as Coke Angel itself is a story of two worlds coming together.
Ang Sarap Dito by Project 1 set the mood right with its catchy, upbeat tune and more importantly, its message of positivity.
The choice of a "superband," members of which come from the Philippines' top bands couldn't any more be a stroke of genius as Coke Angel itself is a story of two worlds coming together.
Ang Sarap Dito by Project 1 set the mood right with its catchy, upbeat tune and more importantly, its message of positivity.
REMIXING ANG SARAP DITO FOR COKE ANGEL
The Coke Angel TV ad is ethereal in nature, with two otherwordly beings as the main characers. Ang Sarap Dito had to be given a spin and a different feel but at the same time the melody had to remain familiar.
Among a slew of remixes done, the choice boiled down to two. Below are the two final remixes. The first one didn't make it on air due to the quality of the mix (it still rocks, though, and could have been great, nonetheless). The second one is the final remixed version that was dubbed into the commercial (Final remix is by music and sound design company Song Zu Singapore):
Among a slew of remixes done, the choice boiled down to two. Below are the two final remixes. The first one didn't make it on air due to the quality of the mix (it still rocks, though, and could have been great, nonetheless). The second one is the final remixed version that was dubbed into the commercial (Final remix is by music and sound design company Song Zu Singapore):