"Patch Adams"

July 9, 2013
Coca-Cola Mexico "Patch Adams"

To continue spreading happiness, Coca-Cola Mexico contracted Music Dealers to discover a song for their commercial with acclaimed physician-of-smiles, Dr. Hunter Doherty "Patch" Adams, a spot for which “Dear Friend” by Music Dealers artist Emanuel and the Fear proved to be a perfect fit. Coca-Cola and Music Dealers valued Dr. Adams’ mission, partnering together to create the “Volvámonos Locos” video, which culminated in a spot that celebrates uninhibited happiness through a perfect match of music and story.

It's always been a pleasure working with Music Dealers. It's a very easy, pleasant experience and everyone is so nice and helpful. This particular project I thought came together very nicely. I was thrilled to see how well the song fit to the video both musically and lyrically. It's a lovely piece and supports a good cause.
Emanuel Ayvas
Emanuel and the Fear




Joshua Burke, VP, Global Account Director


The Challenge

A Perfect Sync

“Patch Adams Volvámonos Locos” begins with Patch Adams preparing for a day of spreading kindness, narrated by the upbeat piano melody of Emanuel and the Fear’s “Dear Friend.” The lyrics match the video so seamlessly that one might think Emanuel and the Fear wrote “Dear Friend” as a custom song for Coca-Cola. “Dear Friend,” musically and lyrically, syncs spotlessly with both Coke’s and Patch Adam’s goal of spreading happiness.

The Solution

Beauty in Simplicity

Coca-Cola Mexico and Ogilvy & Mather Mexico, the agency that crafted the “Volvámonos Locos” spot, approached Music Dealers to find a song that would best match the tone, message and theme of the video. Barely a week later, “Dear Friend” by Music Dealers artist Emanuel and the Fear was licensed for the spot – a great example of the ease of the services that Music Dealers provides.

The Result

Coca-Cola a Curator of Indie Music

Music Dealers and Coca-Cola both considered “Dear Friend” a successful license for the “Volvámonos Locos” spot. The YouTube page for the commercial, which has earned nearly 500,000 views to date, is filled with comments and praise for the song. Through licensing great independent artists for their commercials, Coca-Cola is quickly becoming a curator of emerging artists and has firmly established a presence in the indie music scene.

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