"Selfishly, I've used the world of making commercials as my filmmaking gym,"
"I feel like I've been watching the [Cola Wars] all my life, and so it was pretty fun just to take part in that and because it's an iconic relationship that they've got,"
"my main job when it comes to these things is just to help solidify the tone, carry that through, and make sure that it's fun and watchable"
Taika Waititi rose to prominence with films such as Thor: Ragnarok and Jojo Rabbit while simultaneously building a long history of commercial work for brands like Old Spice, Samsung, and New Zealand public campaigns. Waititi has used advertising as a creative practice alongside feature filmmaking, treating commercials as a place to experiment and maintain creative momentum. He directed three Super Bowl spots in 2025 and returned in 2026 with a Pepsi spot titled "The Choice," set to Queen's "I Want to Break Free," which playfully targets Coca-Cola and centers on the Coca-Cola polar bear. Waititi focused on solidifying the spot's tone and ensuring it remained fun and watchable.
Read at Fast Company
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