Hasta La Creative!

Coca-Cola tapped David Correy, a Brazilian who was given up for adoption and raised in Maryland, to sing “The World Is Ours.” The brand discovered Mr. Correy, interestingly enough, though the U.S. version of “The X-Factor,” which was once sponsored by rival Pepsi. He competed during the show’s second season.

“We wanted to find an artist that was up and coming, that was true to Brazil,” Mr. Seuge said.

“Each country we went to, we localized the song, brought in a local artist, jointly with David,” Mr. Seuge explained. “It feels Brazilian, yet adding a local voice, a local flavor makes it very relevant, very special for each of those local countries.”

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