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January 4, 2024
Coca-Cola, Christopher Storer Reimagine ‘The Bear’’s Christmas Episode
INTROSTORYGALLERYCREDITS
'New Guy' campaign is partnership between Coke, Majority and Smuggler.

The Coca-Cola Company, in partnership with The Bear's co-creator and director Christopher Storer, creative agency Majority and production company Smuggler, drew on one of 2023's top pop culture moments in its new campaign, “New Guy.”

The spot pays homage to one of the most talked-about episodes of The Bear's second season – the chaotic Christmas episode, “Fishes.” In the episode, the Berzatto extended family, led by Jamie Lee Curtis as the Berzatto matriarch, gathers to celebrate Christmas with a huge dinner but things pretty quickly fly off the rails. In Storer's “Fishes”-inspired spot for Coke, the family gathering is busy but pleasant, with everyone meeting “New Guy,” Zack, who is actually not short, for the first time.

Throughout, the camera focuses on one Coke product or another – from Coke Zero to Fanta to Honest Juice to Smart Water – while panning around the house, capturing various conversations as the family gets to know Zack while enjoying some soft drinks.

READ MORE: Little Black Book, Marketing Dive

Credits

Client: The Coca-Cola Company

Agency/Creative: Majority

Founding Partner: Shaquille O'Neal

Chief Executive Officer: Omid Farhang

Chief Marketing Officer: Jorge Hernandez

Creative Director: Nicolo Giarrano

Associate Creative Director: Jake Tannery

Art Director: Barbara Rego

Design Director: Lonnie Garner

Producer: Christine Presto

Account Director: Estefania Calvachi

Account Executive: Paula Bermudez

Strategy Director: Matt Mclaren

Business Affairs Manager: Bill Meadows

Production: Smuggler

Director: Christopher Storer

Executive Producer: Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn

Head Of Production: Alex Hughes

Producer: Carmen Bosely

Production Supervisor: Holli Mcginley

Coordinator: Jeremy Freeman, Sean Callahan

1st Ad: Duccio Fabbri

Director Of Photography: Drew Wehde

Production Designer: Sam Lisenco

Casting: Jennifer Rudnicke

Costume Designer: Martha Heppler

Post Production/VFX: Leroi

Producer: Sydney Charvat

Executive Producer: Evan Wolf Buxbaum

Coordinator: Devin Peluso

Colourist: Mishel Hassidim

Editorial

Senior Post Editor: Joanna Naugle

Edit Assistant: Megan Mancini, Noah Benezra

Music/Sound: Beacon Street Studios

Composer: Andrew Feltenstein, John Nau, Danny Dunlap

Executive Producer: Leslie Dilullo

Sound Designer: Rommel Molina

Sound Mix: Kate Vadnais

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