Coca-Cola’s Relentless Energy Drink brand has released its first commercial starring rapper Professor Green, who was announced its ambassador earlier this summer. The musician, who last year also became the face of PUMA, is an ideal match for the energy drink since he embodies the product’s bold and rebellious spirit and attitude, and this is reflected in the advert, which aired last week.
In the beginning of the one-minute spot, developed by agency Resistance and directed by Ross Cairns, Green is sitting on a bonnet of a car, drinking from the Relentless Energy Drink can, and then starts rapping and walking along the roofs of cars at the same time. Finally, he enters a hot venue, packed with dancing people, jumps onto the stage and continues his performance there side-by-side with Sierra Kusterbeck, the lead singer of American alternative-rock band Versaemerge, who is singing a new version of her single ‘Avalon’ (the updated version was written especially for the promotion). The ad, which was filmed at various locations in London, finishes with the ‘No Half Measures’ slogan, which mirrors the style and vision of both the brand and the musicians.
According to the post on the official website of the brand www.relentlessenergy.com, Professor Green was selected the Relentless Energy Drink’s brand ambassador for 2012 so he will get featured in the promotional elements of the campaign at least until the end of the year.