'What is this? A trailer for the latest Shane Meadows grit-fest?'
In case the EastEnders writing team haven't already informed you, London 2012 is in search of "real" people to carry the Olympic torch. Y'know, pillars of the community like Billy "I ain't too proud to beg" Mitchell. All the multinationals are on-board and Coca-Cola is particularly excited, being on the hunt for "extraordinary people with a burning passion". And so this ad opens on Thomas Turgoose wielding a naked flame in a wooded area. What is this? A trailer for the latest Shane Meadows grit-fest? All of the characteristic touches are present and correct ? Members Only clothing, moody lighting and a disconcerting air of menace. Our pasty protagonist appears to be at a Skins style outdoor rave and, true to Meadows form, it all looks set to end in tears. It looks like he's rounding up a pubescent mob to descend on the local corner shop.
Fortunately, as the sun rises the mood changes and Turgoose is haring through the landscapes of Britain, smiling. Inanely. Come to think of it, in the saccharine glow of morning last night's shindig looks slightly less like a riot and more like a scene from Dawson's Creek. And now there's a narrator's dulcet tones suggesting that Turgoose is not a disco Asbo on the run from the po-po. He is, in fact, one of Britain's many future flames. He inhabits a world where the kids in council estate stairwells don't dodge needles, they dance; young lovers have permits to build tree houses in public spaces and bands are born in bleached-out suburban garages, not public schools. This is the same world in which the chip-loving chubster we know and love looks like the next Daley Thompson. No Coca-Cola, that isn't England. This is England.
See the ad here
Source: http://www.guardian.co.uk/tv-and-radio/2011/aug/13/the-hard-sell-coca-cola
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