Cannes Lions

Under Pressure

OGILVY & MATHER, New York / COCA-COLA / 2016

Film
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Overview

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Overview

Description

“Under Pressure” features teenagers and young adults from across the world facing a variety of pressure situations, like exams, sports practices and familial duties. The short vignettes are sewn together to tell a holistic story while an instrumental of the culturally iconic song by David Bowie & Queen, “Under Pressure,” plays in the background.

As the audience follows the stories of the characters and their individual challenges the music crescendos. Throughout the commercial, the simplified lyrics match the imagery being displayed.

The idea of pressure building in the product matches the actions of the characters; a bead of sweat is followed by condensation on a Coca-Cola bottle. Once the characters triumph over moments of doubt, they enjoy a refreshing Coca-Cola to celebrate their victories. At the end of the spot the music slows and trails off as the teens enjoy themselves, suggesting that they will overcome the obstacles they face.

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