Sid Lee and Coca-Cola chase an ice-cold bottle of Coke across Canada in new campaign celebrating the country's 150th birthday
Coca-Cola is celebrating the country’s 150th birthday with a new spot from Sid Lee Toronto that highlights the best of Canada’s countryside and camaraderie, as well as the lasting, lively relationship generations of Canadians have had with the brand. The campaign, called “The Great Canadian Chase,” depicts a thirst for Coke that’s so earnest and passionate it spans the whole country over; from British Columbia’s rolling mountains to Nova Scotia’s rocky coves, a single bottle of Coca-Cola rambles its way across the country, hotly pursued by two Canadians racing each other to claim it. Their escapade is set to music by Canadian crooner Bryan Adams (song “You Belong With Me,” from his latest album) and ends by poking light fun at Canadians’ unrelenting courtesy – the country’s most charming stereotype – when the Coke-chasers catch up to the rogue bottle and rather than claim it, start graciously and incessantly offering it to one another to drink. Canada’s beauty and charisma create a canvas on which to illustrate the country’s deeply-rooted relationship with Coca-Cola, which has been a staple for over a century of the country’s history. The spot emphasizes the prideful sentimentality and joyful spirit the drink has continued to elicit in Canadians as the brand has evolved to reconcile with changing Canadian culture and tastes. Coca-Cola Ltd. President Shane Grant says the company is “thrilled” to be a part of Canada 150. “From our earliest days in the country, Canadians have embraced Coca-Cola,” he said. The company will be rolling out limited edition, commemorative mini-cans of ice-cold Coke from now through September while supplies last. The new, smaller packaging option is part of the company’s commitment to help Canadians manage the sugar they consume and the cans honour Canadian heritage with their design, which includes a silhouette of a Canadian maple leaf. The celebration also includes a commemorative book, that tells the tale of Coca-Cola’s history in Canada. “The Great Canadian Chase” spot began airing nationally on television on June 19th, followed by cinema and online. The campaign, created in Canada, by Canada, for Canada, epitomizes national pride for the land and the brand, and exposes the infinite lengths to which two Canucks would go for a sip of that signature Coke flavour.
Executive Creative Director:
Jeff Da Silva
Music & Sound Design,