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"New Guy"
Agency Majority / Atlanta + The Coca-Cola Company / Atlanta + Smuggler / Los Angeles + LEROI / Brooklyn
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Category
Direction / Single
Annual ID
OS24_MI031B
About the Work
This film is the first in the 138-year history of The Coca-Cola Company to partner multiple Coke products within a singular story. It’s built on the insight that Coca-Cola offers the perfect family of products for all our imperfect families. To bring this insight to life, Coke partnered with pop culture’s leading authority on imperfect families: Christopher Storer, creator of the Emmy award-winning series The Bear. Our film campaign, called “New Guy,” was directed, produced and edited by the full crew of The Bear, and inspired by the critically-acclaimed season 2 episode, “Fishes.”
“New Guy” debuted during the 2024 Emmy Awards, airing right after Jeremy Allen White won for Best Actor. To date, the campaign has earned 2 billion impressions and 70 articles, including from The Hollywood Reporter and Entertainment Weekly. It’s the top performing portfolio campaign of its kind in the history of The Coca-Cola Company, boosting Q1 results year over year.
“New Guy” was the marquee content at the center of a broader Coca-Cola portfolio campaign called “Proud Sponsors of What Matters Most,” which included over 45,000 individual pieces of creative, spanning the gamut from digital experiences to contextual out-of-home to social media.
Led by the success of “New Guy,” was this really the best portfolio campaign in Coke history? Yes chef!
“New Guy” debuted during the 2024 Emmy Awards, airing right after Jeremy Allen White won for Best Actor. To date, the campaign has earned 2 billion impressions and 70 articles, including from The Hollywood Reporter and Entertainment Weekly. It’s the top performing portfolio campaign of its kind in the history of The Coca-Cola Company, boosting Q1 results year over year.
“New Guy” was the marquee content at the center of a broader Coca-Cola portfolio campaign called “Proud Sponsors of What Matters Most,” which included over 45,000 individual pieces of creative, spanning the gamut from digital experiences to contextual out-of-home to social media.
Led by the success of “New Guy,” was this really the best portfolio campaign in Coke history? Yes chef!
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Majority / Atlanta
Client / Brand
The Coca-Cola Company / Atlanta
Production Company
Smuggler / Los Angeles
Music / Sound Production Company
Beacon Street Studios / Venice
Post Production Company
LEROI / Brooklyn
Editorial Company
Senior Post / Brooklyn
Associate Creative Director
Jake Tannery
Creative Director
Nicolo Giarrano
Design Director
Lonnie Garner
Director
Christopher Storer
Director of Photography
Drew Wehde
Editor
Joanna Naugle
Executive Producer
Patrick Milling-Smith
Brian Carmody
Sue Yeon Ahn
Evan Wolf Buxbaum
Producer
Carmen Bosely
Assistant Editor
Megan Mancini
Noah Benezra
CMO, Founding Partner
Jorge Hernández
Composer / Partner
Andrew Feltenstein
John Nau
Danny Dunlap
Head of Production / Executive Producer
Leslie DiLullo
Mix/Sound Executive Producer
Kate Vadnais
Mixer / Sound Designer
Rommel Molina
Senior Art Director
Barbara Rego
Senior Producer
Christine Presto
1st AD
Duccio Fabbri
Account Executive
Paula Bermudez
Account Manager
Nathon Green
Account Supervisor
Holli Wilkins
Casting Director
Jennifer Rudnicke
CEO + Founder
Omid Farhang
Colorist
Mishel Hassidim
Commercial Coordinator
Jeremy Freeman
Commercial Coordinator (Wardrobe)
Sean Callahan
Director, Brand Strategy
Matt McLaren
Group Account Director
Estefania Calvachi
Head of Production
Alex Hughes
Post Coordinator
Devin Peluso
Post Producer
Sydney Charvat
Production Designer
Sam Lisenco
Production Supervisor
Holli McGinley
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