Christopher Storer, the creative mind behind the acclaimed FX series The Bear, is bringing his signature visual style to a new platform: a 90-second Coca-Cola ad set to air during The Emmys broadcast tonight.
Known for his quick cuts, visual chaos, and unusual angles that immerse viewers in intense situations, Storer’s work on The Bear has left an indelible mark on audiences.
Titled “The New Guy,” the Coca-Cola ad follows a girl bringing her new boyfriend to her family’s house for a lively gathering. Storer’s distinctive visual identity is evident as he uses dynamic storytelling techniques to convey the pressure and chaos of a family get-together. The ad seamlessly integrates various Coca-Cola products such as Sprite, Smart Water and Honest Apple Juice into the narrative.
The ad draws inspiration from both the series and Homer’s Odyssey, showcasing Storer’s creativity as a true guiding force in the production. Ames describes Storer as a “true creative partner” who played a pivotal role in paying homage to the inspiration behind the project. Watch below:
Alex Ames, Senior Director of Content and Creative Excellence at Coca-Cola North America, emphasizes that the ad’s resemblance to The Bear is intentional. The same lenses used to film the FX series were retrieved from the vault to ensure a consistent look and feel. These lenses, dedicated solely to “The Bear” and “New Guy,” contribute to the distinctive visual language that has become Storer’s trademark.
The decision to showcase the 90-second spot during the Emmys was influenced by The Bear’s success at the Golden Globes, where it secured seven trophies. Ames notes that the Emmys, as a celebration of excellence in the television industry, provide the perfect stage for such innovative cinematography and storytelling prowess.
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“The New Guy” stands out not only for its visual flair but also for featuring a variety of Coca-Cola products within the storyline. Ames explains that the imperfect family depicted in “The Bear” inspired this approach. The ad portrays how Coca-Cola’s diverse beverage offerings cater to every occasion and gathering, appealing to a broad audience.
While the 90-second version will be showcased during the Emmys, the full three-minute film directed by Storer is available for viewing. “The New Guy” continues Coca-Cola’s tradition of storytelling, intertwining creativity, and product integration to create memorable and impactful advertising.
The 75th Emmys, hosted by Anthony Anderson, will air live tonight at 7 PM CST coast-to-coast on Fox and stream tomorrow on Hulu. Reel Chicago expects wins for The Bear in the Best Comedy and Comedy Acting categories.
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