Get A Dog! Have A Coke!
Bob Gibson recorded “Joy, Joy” in 1958 on THERE’S A MEETING HERE TONIGHT. It was one of three folk albums Gibson recorded for Riverside Records. Eventually, it went out-of-print for a quarter of a century. Fantasy Records re-mastered of part of the Gibson catalog and released JOY JOY! THE YOUNG AND WONDERFUL BOB GIBSON in 1996. Then one day, almost twenty years later, with the Riverside catalog now part of Concord Music Group, a new use is suggested for “Joy Joy.” A charming, animated Coca-Cola ad needs music!
Editor’s Pick – Creativity Online
This charming animated spot for Coke depicts a dog’s, and his long-suffering owner’s, contrasting views of a walk in the park. It’s raining, but the dog wants a walk, and with that comes sniffing stinky garbage, and chasing pigeons and squirrels (who are all colorfully lit up with brightly colored smoke in the dog’s world, where everything is exciting and worth exploring). Things only start to go better for the owner when the dog pulls him slap bang into a Coke vending machine. The ad was created out of Wieden & Kennedy, and Psyop was responsible for the delightful hand drawn animation, which we don’t see a lot of these days.
W+K Portland teamed up with production company Psyop to create the animated 60-second broadcast spot “Man & Dog.”
“Man & Dog” tells the story of a hyper, happy dog and his mopey owner. We see both of their perspectives as the dog manages to drag the man out of the apartment and to the local park. With much effort, and with the help of a Cole machine, the dog is finally able to change the man’s point of view. The spot utilizes hand-drawn animation to evoke emotions and perspectives in ways that would be difficult to accomplish with computer animation. Not only does the hand-drawn style look good, but the way it switches the perspectives from the man to he dog and back are really what make the ad work.
“Sure, occasionally one dials 911 or wins America’s Got Talent, but for the most part, dogs are idiots. That’s why we love them,” animation director Todd Mueller told The Inspiration Room. “Dogs don’t see a heap of two-week old laundry; they see a castle ready to be defended, then napped in.”
“To truly appreciate the unique feeling of looking at the world through a dog’s eyes, we had to make sure that his moments really set themselves apart from the rest of the spot,” added animation director Kylie Matulick. “To achieve this, we did as much as we could to shift the feeling of the moment, from unique camera moves, the look and sound of the action. Things become brighter, more fanciful, and it’s clear that you’re seeing things in a new way.”
Date Apr 29, 2015
Agency: Wieden & Kennedy
Production Company: Psyop
Music Company: Walker
Editor: Geoff Hounsell
Creative Director: Hal Curtis
Creative Director: Antony Goldstein
Creative Director: Jeff Gillette
Copywriter: Jason Kreher
Art Director: Nate Nowinowski
Producer: Kevin Diller
Producer: Julia Lafferty
Producer: Kirsten Acheson
Business Affairs: Cynthia Valenti
Business Affairs: Karen Murillo
Project Management: Krissy Brunsman
Executive Creative Director: Joe Staples
Executive Creative Director: Mark Fitzloff
Head Of Production: Ben Grylewicz
Production Company: Psyop
Director: Kylie Matulick
Director: Todd Mueller
Managing Director/EP: Neysa Horsburgh
Producer: Shannon Alexander
Designer: Lois van Baarle
About Coca-Cola TV Commercial, ‘Man & Dog’ Song by Bob Gibson
A dog brings his master a tennis ball in hopes of playing a game of fetch. Due to the owner’s low mood, they only go for a walk. However, this walk quickly turns into an epic journey where, among the gloomy gray, we see everything in the dog’s perspective. A trash can looks like a delicious bright mixture of bacon, ice cream and meat; the dog’s wagging tail comes alive and begs to be chased; pigeons with rocket blaster shoes soar to the sky in vibrant colors; and squirrels cruise up trees on motorcycles. Suddenly, the man and his dog end up in front of a Coca-Cola machine, and their story takes a heartwarming turn — we see the dog looking up to its owner as a superhero in a bright red cape. In a relationship as close as this one, there’s no moment like the one where you stop to take a sip of Coca-Cola.