RC Cola defies absolutely any soft drink norms to produce a very weird commercial with Gen Z appeal. The 60-second spot’s bizarre rabbit-like creature was created by agency partners, The Glue Society, in partnership with Ben Sampson’s creative accelerator, Ravenous Mantis. The spot was directed by The Glue Society’s Luke Nuto & Paul Bruty and produced by Revolver.
The rabbit and his human friend invent (actually re-invent) some of the world’s notable products (perhaps excluding socks and sandals) by asking, Why not? It’s an attitude that should resonate with everyone but will undoubtedly resonate with anyone under 30. It is also an impressive call to action – a suggestion rather than a directive for the group that hates being told what to do.
“A naughty animatronic rabbit travelling through time seemed like the perfect character for this project,” stated The Glue Society’s Paul Bruty. “It’s the kind of personality you could write a hundred different scripts for.”
“As directors, we wanted to channel the classic puppets of our collective childhoods,” Luke Nuto. “The other-worldly creatures from The Dark Crystal and The Storyteller had this inherent weirdness. They exist in the real world. But are from another universe. We were certain we didn’t want this to become a CGI affair. There’s something so charming about real-world puppeteering, complete with its odd movements and lovable clunkiness. The restrictions of the art become part of the charm.”
RC Cola is already the third-largest cola brand in the world and very popular in the Philippines but soft drinks are having to fight for their share of sales these days.
Credits:
Creative: The Glue Society, Ravenous Mantis
Production: Revolver
Directors: Luke Nuto & Paul Bruty @ The Glue Society
Partners: Mediabrands Content Studio Australia & Mediabrands Philippines
Media Agency: Initiative Philippines, MBCS Australia
Revolver Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn
Director of Photography: James L Brown
Production Designer: Michael Iacono
Wardrobe: Matt Stegh
Model Maker & Puppeteer: Yippee Ki-Yay
SFX Makeup & Prosthetics: ODD Studios
Post Production Company: The Glue Society Studios
Editor & Colourist: Scott Stirling
Casting: Toni Higginbotham Casting
Music & Sound: Rumble Studios
Executive Producer: Michael Gie
