Archery featured in Coca-Cola campaign

The overall campaign is called “Move to the Beat”. It intends to bring together music and sport to get youth around the world closer to sport.   In order to bring these two seemingly separate worlds closer, Coca-Cola partnered with UK super producer Mark Ronson, and asked him to create a song in which instruments were replaced by the natural sound of sport. Coca-Cola selected 5 athletes from around the world who lent the sound of their sport to the creation of the song. One of them was Abdud Dayyan Bin Mohamed Jaffar. He was the Mixed Team Bronze Medallist at the Singapore 2012 Youth Olympic Games.   Mark Ronson visited the archer in Singapore in 2011. He loved the sound of the arrow hitting the mark so much that he has said that this sound is the cleanest beat drum sound you can get. He was so impressed by the sport and inspired by it, that he made the archer central in the song as a heroic figure.   The film was made in the context of a live concert in London in September 2011. Once the song was created, all the athletes were invited to join Mark Ronson and Katy B (who sings the song) to London to play the song together live for the first time. Thousands of teens were invited. The concert was free. Coca-Cola recorded that day and out of that footage, the videos were created as well as the TV commercial that is now airing around the world.   http://www.youtube.com/watch?v=WFPN8k4ysqk   World Archery Communication