Choreographed by award-winning director/choreographer Jo Roy, this visually striking ad features featuring world pole-dancing champion and Cirque du Soleil performer Alberto del Campo.
Shot in a single take, the 1’25” piece demonstrates the Spaniard’s breath-taking flexibility, strength, and beauty of execution. If you watch it without the sound on (and you don’t understand the sub-titles), that’s all you’re going to focus on – and it’s plenty.
But there is a sneery voiceover, a series of nasty comments attacking both the performer’s masculinity and his expression of athleticism through pole-dancing. The voice sounds like that of an older man, and the text is curiously old-fashioned – perhaps it’s intentional or perhaps there’s a new stigma to be found there.
Part of the #ILoveYouHater campaign, which encourages us to stay cool if we feel under attack from negative comments, ‘The Pole’ is for the fizzy drink Sprite, which belongs to Coca-Cola.
What do you think of it? Does it do a good job of deflecting attention from spiteful behaviour and putting the focus firmly on athleticism and performance? Do you think it’s just another brand jumping on a hot topic to sell sugary drinks, or doesn’t that even matter if it really helps people see things differently and change behaviour in the face of nasty comments?
Food for thought, a feast for the eyes.
To have your say on this and other ads, visit the ADDS site.
Read next: Message In A Bottle: Ridley Scott Distills Epic Creativity Into New Commercial Work
You might also like
More from Featured
TikTok Is Testing Refresh, A New Feature To Reset Your For You Page
TikTok Refresh will help you reset your For You page algorithm, your watch history, and past interactions, so you can …
TikTok Is Now Banned On All Devices Issued By The US House Of Representatives
The chief administrative office of the House issued a directive establishing TikTok, the popular social media app, as a security …
New Burger King STAYCOOLNYC Hoodie Keeps Your Whopper Warm
The limited edition Burger King STAYCOOLNYC hoodie with two built-in pockets with insulated warming technology.It might be getting cold outside …
How To Create Instagram Notes (And Delete Them!)
Instagram Notes are a new feature launched by Instagram that allows users to share posts containing only text and Emojis.Instagram …
Delta To Offer Free In-Flight WiFi
Delta Airlines is reportedly making every passenger’s dream come true: free in-flight WiFi starting early next year.The airline has reportedly …
This A.I. Artist Depicts Your Favorite Movie Characters Riding The Subway Home
This creative is using Midjourney to depict some of our favorite movie characters riding the subway home after a long …
TikTok Is Testing A Full-Screen Horizontal Mode
The new TikTok Full-screen horizontal mode means Creators could now create a single video that's optimized for both TikTok and …
Apple Could Soon Allow Third-Party App Stores On The iPhone
Upcoming EU rules could mean Apple will have to allow third-party app stores on the iPhone starting in 2024.The news …
Downy Releases Its Super Bowl Ad 2 Months Before The Game
Downy waited 11 years to return to the Super Bowl, and they are doing so by releasing their campaign two …