With Pepsi set to feature the winner of Fox's "The X Factor" in a Super Bowl spot, Coke is set to make an amateur dancer the star of an upcoming global campaign for Coke Zero. The open casting call includes uploading a video to a Coke microsite.
The contestants need to offer an "interpretation" of a dance with roots in a search for breakout moves linked with a Web series from director Jon M. Chu, tabbed "The Legion of Extraordinary Dancers (LXD)." U.S. dancer Joel "Knucklehead" Turman came up with the "Toe Tappy."
"We recognize that some of the best performances can come from the most unexpected places, which is why we're taking our casting call outside of traditional venues and allowing anyone with a gift and ambition to share their vision with us," stated Jonathan Mildenhall, vice president, global content excellence at Coke.
"We were so inspired by Knucklehead's story -- how he turned to dance as a means to overcome personal tragedy and find joy and purpose in his life -- and we can't wait to find an artist who will embody Knucklehead's journey in their performance so we can share it with a global audience," he adds.
The CokeZero.com/MakeItPossible site offers a video with Knucklehead's dance for inspiration. Submissions will be accepted through October.