Dr Mumbo

Coca Cola takes cue from triple j with The Bear inspired ad

Adland is abuzz with praise for The Coca-Cola Company’s brand-new master brand spot inspired by The Bear, but all Dr Mumbo can think about is its striking similarities with triple j’s Hottest 100 trailer.

Dr Mumbo does not like to throw stones, but the timing is all very suspicious. How likely is it that Coca Cola’s US marketing team were not abreast of triple j’s own shot-for-shot remake of The Bear’s season three finale?

Triple j has always been at the coalface of culture, so it is no surprise to Dr Mumbo that its esteemed production could have struck acclaim. After all, imitation is the truest form of flattery… or something like that.

Alas, Dr Mumbo cannot help but enjoy the beverage juggernaut’s 90 second rendition of the famed Christmas dinner episode ‘Fishes’.

Directed by The Bear creator Christopher Storer, and no doubt backed by an impressive budget, the spot manages to evoke a sense of warm familiarity, despite managing to squeeze in no less than six conspicuous product placements.

But big budgets do little to stand up against the guerilla efforts of the hearty triple j crew, no less in the wake of some poorly time Christmas redundancies (which Dr Mumbo regrets to mention for the second time this week).

There is a certain rawness to the five-minute film directed, shot and edited in-house by the triple j video team, and the performances are to be commended. The star-studded cast spanned hosting teams Bryce & Concetta and Tyrone & Abbey, to G Flip, Genesis Owusu, Lime Cordiale, Matt Corby and Peking Duk.

Dr Mumbo always was a sucker for celebrity cameos.

But if that isn’t enough to convince Coca-Cola diehards, Dr Mumbo would suggest one should watch the triple j masterpiece themselves.

Did the home-grown radio team outdo its copycat? You be the judge.


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