THE POSITIVITY OF THE PUG

ClientCOCA-COLA
Category A01. Fast Moving Consumer Goods
TitleTHE POSITIVITY OF THE PUG
Product/ServiceSPRITE
Entrant McCANN PRAGUE, CZECH REPUBLIC
Idea Creation McCANN PRAGUE, CZECH REPUBLIC
Additional Company McCANN BIRMINGHAM, UNITED KINGDOM
Credits
Name Company Position
Catalin Dobre McCann Worldgroup CEE Creative Director
Razvan Capanescu McCann Prague Chief Creative Officer
Filip Kukla McCann Prague Group Creative Director
Aleš Brichta McCann Prague Copywriter
Tereza Hendry McCann Prague Copywriter
Vince McSweeney McCann Birmingham Chief Creative Officer
Joe Ivory McCann Birmingham Creative Group Head
Jamie Buckingham McCann Birmingham Creative Group Head
Martin Petrásek McCann Prague Group Account Director
Patrik Rymeš McCann Prague Account Director
Jan Suda McCann Prague Media Director
Jirí Fejtek McCann Prague Agency Producer
Carmen Bistrian McCann Worldgroup Creative Excellence Manager Europe
Alice Reindlová McCann Prague PR & Communications Manager

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

In a series of radio spots, we introduced a new type of self-defense for kids against bullying – mental martial arts. In each spot our mental martial art master teaches a different technique, inspired by ancient Kung Fu.

Cultural / Context information for the jury

Kids are bullied at schools and online across the globe. Bullying excludes kids from making friends and joining groups, damaging their self-confidence and future growth. Sprite stands for fun and togetherness and therefore must support bullied kids.

Script. Provide the full radio advert script in English.

‘The Positivity of the Pug’ MVO 1 (With heavy reverb and a mystical oriental musical sting) Welcome to the Sprite School of Mental Martial Arts. The ancient art of beating bullies with the power of the mind. MVO 2 (Japanese accent) A bully wants to bring you down. Down, down, down until you feel lower than a worm’s underneath parts. But what if you do not sink down when they want you to sink down? What if you rise up? Imagine their mind when this happens! The confusion! The disappointment! The more confusion! That is why you will learn (with heavy echo) The Positivity of the Pug. See the Pug dog. Is his mood lowered by the centuries of breeding that have made his face a squooshed up blob? NO! The pug is happy! The pug is ALWAYS happy! See him! SEE THE CUTENESS! Stay positive. Stay happy. Stay Puggy. There will be more lessons from the Sprite School of Mental Martial Arts soon. (A random martial arts noise, such as…) WWWWHOOO-KNAAA!