Set within a lush, handcrafted backdrop of an idealized tea plantation with a crisp, clear river running through it, the television commercial for the Coca-Cola family’s newest global brand promises a unique experience from the very beginning. Just as the music slowly fuses together additional instruments, voices and sounds into a joyful crescendo, the visuals keep pace. Using the ancient device that first produced the illusion of movement thousands of years ago, a zoetrope featuring the natural ingredients of Fuze Tea–tea leaves, water and lemon–starts to spin and the journey begins.
Illustrating Fuze Tea’s belief that bringing good things together creates even better things, the viewer is then presented with multiple zoetropes (12 carousels were used in all) that bring together people, joy, activity and delight to help convey the refreshing, sensorial experience of the fusion of tea and natural fruit flavors.
Closing with a panoramic scene of the Fuze Tea universe, viewers are reminded of the possibilities that result when the very best ingredients are brought together to create something altogether delicious.
Completely handcrafted by a team of 30 artists, the spot is designed to be a clear expression of the natural goodness of Fuze Tea, which is a fresh, modern take on ready-to-drink tea and illustrates the brand idea of “Fuze With, Fuze Tea.”
Ben Steiger Levine of 1st Ave Machine directed for twofifteenmccann, San Francisco.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More