The Coca-Cola Burn 'Ride' advertisement is an intense three-and-a-half minute film of dark, intense skateboarding. In the ad, Coca-Cola exploits the skateboarding culture in order to sell their energy drink.
Directed by Garth Davis and featuring skaters Steve Berra, Jesus Gonzalez, Eder Martinez, Mario Saenz, Angel Santiago and Luis Tolentino, the Coca Cola Burn 'Ride' video is ablaze with passion.
Implications - The use of subcultures in mainstream advertising is an attempt on part of a company to reach and serve a niche demographic. Previous advertising agencies and marketing gurus would identify serving a niche market as a dangerous move; however, in today's crowded market, serving a niche demographic will surely prove beneficial.