Dive Brief:
- Coca-Cola has created a three-minute ad featuring the viral dance superstar Marquese Scott.
- Scott, known as Nonstop, leaped to fame several years ago with a 2011 video called "Pumped Up Kicks." It earned Scott more than 1 million YouTube subscribers. Advertising deals with brands such as Roomba followed. Nonstop also shot a much shorter ad for Coke in 2012.
- The new ad shows Nonstop performing his "animation" style of dance in black tie, accompanied by professional musicians and supporting dancers.
Dive Insight:
Coke is wise to try to cash in on Nonstop's YouTube fan base. Besides, rival YouTube street-dancing sensation Lil Buck is already tied up with the Gap.
But when it comes to street dancing and selling soft drinks, you can't beat the classic: David Naughton and the late 1970s "Wouldn't you like to be a Pepper too" campaign for Dr. Pepper.
