The Coca-Cola Company, in partnership with The Bear’s co-creator and director Christopher Storer, creative agency Majority and production company Smuggler, drew on one of 2023’s top pop culture moments in its new campaign, “New Guy.”
The spot pays homage to one of the most talked-about episodes of The Bear’s second season – the chaotic Christmas episode, “Fishes.” In the episode, the Berzatto extended family, led by Jamie Lee Curtis as the Berzatto matriarch, gathers to celebrate Christmas with a huge dinner but things pretty quickly fly off the rails. In Storer’s “Fishes”-inspired spot for Coke, the family gathering is busy but pleasant, with everyone meeting “New Guy,” Zack, who is actually not short, for the first time.
Throughout, the camera focuses on one Coke product or another – from Coke Zero to Fanta to Honest Juice to Smart Water – while panning around the house, capturing various conversations as the family gets to know Zack while enjoying some soft drinks.
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CREDITS
Client: The Coca-Cola Company
Agency/Creative: Majority
Founding Partner: Shaquille O’Neal
Chief Executive Officer: Omid Farhang
Chief Marketing Officer: Jorge Hernandez
Creative Director: Nicolo Giarrano
Associate Creative Director: Jake Tannery
Art Director: Barbara Rego
Design Director: Lonnie Garner
Producer: Christine Presto
Account Director: Estefania Calvachi
Account Executive: Paula Bermudez
Strategy Director: Matt Mclaren
Business Affairs Manager: Bill Meadows
Production: Smuggler
Director: Christopher Storer
Executive Producer: Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn
Head Of Production: Alex Hughes
Producer: Carmen Bosely
Production Supervisor: Holli Mcginley
Coordinator: Jeremy Freeman, Sean Callahan
1st Ad: Duccio Fabbri
Director Of Photography: Drew Wehde
Production Designer: Sam Lisenco
Casting: Jennifer Rudnicke
Costume Designer: Martha Heppler
Post Production/VFX: Leroi
Producer: Sydney Charvat
Executive Producer: Evan Wolf Buxbaum
Coordinator: Devin Peluso
Colourist: Mishel Hassidim
Editorial
Senior Post Editor: Joanna Naugle
Edit Assistant: Megan Mancini, Noah Benezra
Music/Sound: Beacon Street Studios
Composer: Andrew Feltenstein, John Nau, Danny Dunlap
Executive Producer: Leslie Dilullo
Sound Designer: Rommel Molina
Sound Mix: Kate Vadnais
Tags: christopher storer majority smuggler the bear the coca-cola company