Coca Cola First Taste

Coca Cola lines up the emerging wave of retiring baby boomers with ‘First Taste’, a humorous TV ad linking the classic drink with a late life crisis. Mr Hadley, a resident of a retirement home, played by Nicolas Coster (see Nicolas Coster at IMDB), is offered a bottle of Coca Cola by one of the staff. As he tastes Coke for the first time, he wonders what else he hasn’t tried. What follows is a series of fulfilled life dreams: telling Doris he’s always loved her, revealing himself as the father of his son, walking naked at the Forest Glen Nudist Colony, getting a tattoo (Mi Vida Loco – My Crazy Life), diving into an Olympic size pool, riding down the highway on a motorcycle, lying in bed with middle aged twins, running with the bulls in Pampalona, then finally walking down a crowded city street.

Mr Hadley's first taste of Coca Cola

Click on the image below to play the video.


First Taste was developed at Wieden + Kennedy Amsterdam by executive creative director Al Moseley and John Norman, creative director Rick Condos, art directors Hunter Hindman and Antony Goldstein, agency executive producers Chris Weldon and Tom Dunlap.

Filming was directed by Dante Ariola via MJZ, Los Angeles, with producers Debbie Turner and Natalie Hill, and director of photography Chris Soos.

Editing was done at Final Cut, London, by Rick Russell with mixer Hillary Kew.

Post production was done at Asylum FX.

Mr Hadley's first taste of twins in Coca Cola ad

Music, arranged at AudioEngine, is Also sprach Zarathustra, the symphonic poem composed by Richard Strauss in 1896, inspired by the book of the same name by Friedrich Nietzsche. The original arrangement of the track was used as the theme for Stanley Kubrick’s 1968 movie, 2001: A Space Odyssey. This 1973 arrangement is by Brazilian artist Eumir Deodato, available as 2001 Also Spake Zarathustra on his 2006 album, Deodato Todos Sus Grandes Extitos.

The First Taste spot won the Grand Prix at the 2007 Golden Award of Montreux.