When NASCAR drivers drink a Coke, time stands still. For the driver that is.
For everyone else, it's just incredibly awkward.

This is a campaign we concepted and produced while at Fitzco//McCann in Atlanta, with our friends at Coke. Six drivers, a lot of personalities, and one incredibly busy shoot. Directed by Keith Schofield at Caviar, it was the first work in Coca-Cola’s global launch of their “Taste the Feeling” tagline, after years of “Open Happiness.” It also helped Coca-Cola win NASCAR Marketer of the Year. We love that it started as 80’s-inspired rock jingles.

Over the years, we’ve come to enjoy helping brands and their sponsorship partners find concepts that feature both brands in mutually beneficial ways, where the story wouldn’t work without both of them.