You know you're in the presence of top-notch marketing when an "ad" not only absorbs you into its highly-produced, trippy video love-in, but the spot also gets away with omitting its brand name. Watching the new Coca-Cola segment -- part of the company's 2009 "Open Happiness" campaign -- I see big-name performers, I see fantastic production, I see a wacky-ass drug trip (whoops!), but I don't see "Coca-Cola" anywhere. Ah, the powers of branding...
Like Coke's legendary "Hilltop" commercial (watch it from last week's "Open Happiness" preview, if you're unfamiliar), this up-with-people number goes far beyond "jingle"; in this case, with producers Polow Da Don and Butch Walker (who co-wrote the "Open Happiness" track with Cee-Lo Green).
Yeah, it's all fun and "happiness" until Travis McCoy gets smacked in the face with a jump rope, isn't it?
OK, that's only one element of this 'toon-time craziness, directed by Alan Ferguson, which you should definitely watch below. Be prepared to follow a zebra-printed Cee-Lo down a yellow brick(ish) road, encountering a Newsie-clad reporter in the form of Panic at the Disco's Brendon Urie, along with Fall Out Boy's Patrick Stump. And last up is crazy-hip schoolteacher Janelle Monae, who gets down with her similarly-coiffed students after her lesson.
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