Burn is Coca-cola’s one of the coolest brands, with such an extreme energy that just waits to be unleashed and show all of its strength. As I expected for something like this keynote to be the brand main quote for the brand’s campaigns that are becoming progressively more sophisticated and dramatic for every next that comes out.
Furthermore, the newest released promotional film is a real joy for watching and getting burned!
It is called ‘Never Extinguish’, which emphasizes the need to “chase it, feed it, become it and make it stronger… create, inspire and stop at nothing.”
As this video should be, and it is exciting, but in extreme way, like any other film about extreme sports, it shows some of the most impressionable moments in slow motion, where you can feel the real power of the move; the four minute video was filmed in Buenos Aires, the city that is exciting even if they are not drinking Burn, or gliding with skateboard through the streets and it features with the European skateboarders Rune Glifberg, Jonas Skrøder, Danny Hamard and Hugo Maillard who gives you that feel of sturdiness and freedom, when they’re facing the wall of fire and tornado while all the others escapes from it.
The fact that the film director Ash Bolland’s skating experience (he’s a skater as well) also contributed greatly to the film’s ‘realness.’ “Professional skaters spend their lives traveling the world, crashing on people’s apartment floors. It’s a grass roots profession, and I wanted to depict it in an authentic way, which is why the film opens with one of the guys falling off his board. There’s something about starting off with a failure that instantly makes it a lot more honest,” shared Bolland.
The video speaks for itself, but the one thing left an impression on me, and that is the siren which illustrates the emergency in the city and a real danger approaching. The fire and smoke are real, but the tornado of course it isn’t, and it was created in CGI. But the four heroes are putting it down!
“This film is about evoking an emotion of skateboarding and the struggle to do want you really want to do in life. The tornado is a metaphor for life holding you back, instead of just keeping on doing what you want to do. So when Rune throws his skateboard into the tornado in the final shot, it’s a ‘fuck you’ to all the things that get in the way,” added Bolland.
The official release of the video, as part of the campaign developed by Publicis Italy is, well, today. You have the opportunity to look at it and see the developing of the brand with the freemind artist and forever world rebellions!