{"id":21965,"date":"2022-12-08T15:11:22","date_gmt":"2022-12-08T15:11:22","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/coca-cola-gets-into-entertainment-with-christmas-film-series\/"},"modified":"2022-12-08T15:11:22","modified_gmt":"2022-12-08T15:11:22","slug":"coca-cola-gets-into-entertainment-with-christmas-film-series","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/coca-cola-gets-into-entertainment-with-christmas-film-series\/","title":{"rendered":"Coca-Cola Gets Into Entertainment With Christmas Film Series"},"content":{"rendered":"

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Coca-Cola is the latest major brand to branch out into entertainment, with the release of a film anthology series on Prime Video that tells stories about Christmas.\u00a0<\/p>\n

The anthology is the first project from\u00a0Coca-Cola<\/a>\u2019s new entertainment platform, \u201cReal Magic Presents,\u201d which will see the brand produce films in various formats that \u201ccelebrate stories of human connection, told in magical ways,\u201d according to a company description.\u00a0<\/p>\n

The Christmas series, titled \u201cChristmas Always Finds Its Way,\u201d comprises three holiday-themed short films set in different parts of the world. It was produced by Imagine Entertainment, the production company founded by Academy Award-winning filmmakers Ron Howard and Brian Glazer and will stream on Prime Video starting Thursday.\u00a0<\/p>\n

OpenX<\/a>, WPP\u2019s bespoke team for Coca-Cola, developed the series with creative leadership from agency Grey.\u00a0\u00a0<\/p>\n

The films were shot by different up-and-coming directors represented by production company Prettybird and tells diverse stories across three continents.\u00a0<\/p>\n

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\u201cAlma,\u201d which is 12 minutes long and shot by award-winning Brazilian director Vellas, is set in a Mexican town that is famous for making Christmas decorations year-round. When the townspeople struggle to summon the holiday feeling, an unexpected event restores their spirit.\u00a0<\/p>\n

\u201cLes Petits Mondes De\u00a0No\u00ebl,\u201d running at 11 minutes, is a romance between two estranged lovers who work at a neighboring record store and bookshop in Paris. It was directed by JB Braud, who is known for his 2019 short film \u201cIn the Still Night\u201d and Apple\u2019s 2021 iPhone ad \u201cThe Painters.\u201d<\/p>\n

Finally, \u201cChristmas Bites,\u201d at 10 minutes long, is a comedy set in the U.S. about a vampire who meets his girlfriend\u2019s parents for the first time and his long-time rival, Santa Claus. Oscar- and Emmy-nominated filmmaker Alex Buono, known for his work on Netflix series Russian Doll, directed it.<\/p>\n

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Each film is set in a different country such as Mexico <\/span><\/figcaption><\/figure>\n

After this Christmas series, Coca-Cola will continue to collaborate with filmmakers, writers, producers and platforms to create more pieces of entertainment under the \u201cReal Magic Presents\u201d umbrella, said Pratik Thakar, the brand\u2019s global head of creative strategy and content.<\/p>\n

\u201cChristmas provides a wonderful creative canvas for storytelling. We are delighted to have partnered with the incredible team at Imagine Entertainment to bring to life our first Christmas anthology, which celebrates moments of human connection and spirit,\u201d Thakar said in a statement.<\/p>\n

Though branded entertainment has been a marketing buzzword for years, recent signs point to a resurgence of it. For example, in September,\u00a0WhatsApp released a short film<\/a>\u00a0on Prime Video about NBA star Giannis Antetokounmpo. And last year, Nike set up its own production studio, Waffle Iron Entertainment, which has struck a multiyear deal with Apple Original Films to make sports films.\u00a0<\/p>\n<\/p><\/div>\n