How Diet Coke’s Spontaneous Big Game Ad Came Together
Tuesday, February 6th, 2018
“This is our Big Game ad.”
That’s what our creative team and renowned film director Paul Feig said while on set in East Los Angeles this fall directing a six-second digital ad as part of the new Diet Coke “Because I Can” campaign. The campaign includes a fresh series of short films and social content, and because of one off-the-cuff outtake, the first Diet Coke Big Game ad in 21 years.
The moment happened when we were filming in a parking lot with Hayley Magnus, an up-and-coming comedic actress from Australia. She started doing her thing between takes — just as you see it in “Groove” — and that was all we needed to create the Big Game ad.
Big Game ads are not made overnight — or at random for that matter. Usually there are countless months of brainstorms, multiple concepts, storyboards, presentations, casting calls, site visits, shoots, edits, re-shoots, screen tests, post-production, more re-shoots. Months can go into making a 30-second ad. Ours took just one take. All Hayley needed was a beat and an ice-cold can of Diet Coke Twisted Mango.
That’s what Diet Coke means by “Because I Can.” The campaign is all about doing the things that make you happy, whether that’s having a Diet Coke or dressing in a three-piece suit every day (like Paul Feig) or capturing a deliciously awkward moment and using it on the biggest advertising stage in the country. In trying to show what “Because I Can” means, we ended up living it.
P.S. How awesome is Hayley?