# Intense Energy Drink Films The Coca-Cola Burn 'Ride' Video is Ablaze By Tiana Reid | Published 2010-07-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/coca-cola-burn-ride References: [highsnobiety](http://www.highsnobiety.com/news/2010/07/27/video-coca-cola-burn-ignite-ride/) & [burnenergydrink](http://www.burnenergydrink.com/) The [Coca-Cola](https://www.trendhunter.com/trends/sampling-billboard) 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](https://www.trendhunter.com/trends/el-jefe-energy). Directed by Garth Davis and featuring skaters Steve Berra, Jesus Gonzalez, Eder Martinez, Mario Saenz, Angel Santiago and Luis Tolentino, the [Coca Cola](https://www.trendhunter.com/trends/cocacola-zero-sugar-byte) 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. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 5% | Activity: 59% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Subcultural Advertising:** The use of subcultures in mainstream advertising is becoming more common and may prove beneficial for companies looking to reach niche demographics. - **Branded Film Productions:** Companies are producing longer, more intense branded films to engage viewers and increase brand awareness. - **Energy Drink Marketing:** Energy drink companies are exploring new and creative marketing tactics to promote their products. ### Where This Applies - **Beverage:** Beverage companies can differentiate themselves by adopting unique marketing strategies such as subcultural advertising to target niche demographics. - **Film Production:** Branded film productions provide an outlet for film production companies to partner with brands and reach a wider audience. - **Sports:** Companies catering to the sports industry can look towards creative and intense marketing tactics to engage and attract new customers. ## Related on Trend Hunter - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Pop Culture-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/travis-kelce1.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Calorie-Burning Energy Drinks](https://www.trendhunter.com/trends/rowdy-energy-power-burn.md) - [Fat-Burning Energy Drinks](https://www.trendhunter.com/trends/lfg-burn.md) - [Gen Z Soda Campaigns](https://www.trendhunter.com/trends/enjoy-the-moment-with-a-cocacola.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Cartoon Underdog Soda Campaigns](https://www.trendhunter.com/trends/tractor-beverage-company.md)