Coca Cola Harmony on NASCAR track
Coca Cola is presenting a NASCAR flavour in “Harmony”, a racing rendition of the 1971 commercial “Hilltop”, featuring the song, “I’d like to buy the world a Coke”. Coca-Cola Racing Family members Greg Biffle, Clint Bowyer, Jeff Burton, Denny Hamlin, Kevin Harvick, Bobby Labonte, Joey Logano, Ryan Newman, David Ragan, Elliott Sadler and Tony Stewart show how even the most competitive rivals can Open Happiness with Coca-Cola. The commercial made its debut during the Dayton 500 on February 14.
Drivers in the throes of competition communicate back and forth as they compete for position on the track. Swigs of Coke inspire them to break into song, singing “I want to teach the world to sing in perfect harmony”, joined by the crowds.
Click on the image below to play the video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Harmony spot was developed at Wieden+Kennedy, Portland.
Filming was shot by director Mike Long via Epoch Films.
VFX were produced at Zoic Studios by VFX supervisor Leslie Ekker.
Music and sound design were produced at Beacon Street Studios, by composers Andrew Feltenstein and John Nau, sound designer Brian Chapman and producer Adrea Lavezzoli.
W+K originally approached Beacon Street with the idea of NASCAR racers singing the classic “I’d like to teach the world to sing,” but in a style similar to the feel of the 1970’s classic. As the project went on, they decided it needed more build to match the intensity of NASCAR racing. So they start off simple and then go half folk, half orchestral, segueing to strings, horns, real musicians and over 20 instruments by the spot’s end.
According to composer Andrew Feltenstein, creatives from W+K wanted the drivers and their singing to be authentic. They knew that many NASCAR fans know the voice of their favorite driver from listening to race scanners during each NASCAR race. That’s why Chapman went to Charlotte, N.C., to record the racers’ individual voices after some brief coaching.
“All of the drivers,” said sound designer Brian Chapman, “really gave us great performances of the song, so we had a lot to play with and cut around. Many of the drivers had never sung before, so pulling them out of that self-conscious place was the trickiest part. To their credit, they all did a bang up job. None of them did more than three takes. They just didn’t need to. Joey Logano said at the end of his recording, ‘I’m going on American Idol!’ It was a hoot.