‘The Ultimate Goal’, the new Coca-Cola TV commercial debuts tonight, and launches the ‘Open Happiness’ campaign in South Africa - with the help of student film director Mfundo Mkhize. The commercial is the culmination of the campaign that started a month ago, with student film director Mfundo Mkhize, who was selected based on his vision of football through the lens of youth, his passion for film and soccer, and his understanding of his audience.

‘Open Happiness’ is about inviting people to share a little happiness and enjoy life's simple pleasures. It builds on the award-winning Coke Side of Life campaign and will serve as the platform for all integrated marketing for brand Coca-Cola globally, including the genre-crossing hit song currently on airwaves across the world, and in South Africa.

“With this campaign we are framing the way that we view soccer, we are viewing it through the lens of the youth, a view that is exploding with the vibrancy, spontaneity and imagination of African creativity. These qualities are epitomised by the dream of a student Director, Mfundo Mkhize, to create a piece of film that embodies rhythm of Africa and a story of hope and optimism on the eve of the FIFA Confederations Cup,” says Zayd Abrahams, Coca-Cola South Africa’s Strategic Marketing Manager.

“‘The Ultimate Goal’ commercial is a perfect reflection of how youth see soccer, and a great start to ‘Open Happiness’ in South Africa that leaves me with goose bumps every time,” Abrahams continued.

The fast-paced dream sequence is set against an African-inspired remix of ‘Open Happiness’ which sees Mfundo encouraging the underdog team during the critical stage of a match, and the result is an amazing depiction of optimism and hope. “Mfundo has received incredible support from the South African public at large and that has overwhelmed us. On behalf of Coca-Cola and all our partners, we would like to dedicate this commercial to every teenager, and every teenager-at-heart in South Africa, who has always wanted to fulfil a dream in their lifetime,” continues Abrahams.

Pietermaritzburg-born AFDA student Mkhize's first commercial in the campaign aired on 4 May 2009, and while consumers found it funny and entertaining, it was not in line with Mfundo’s vision. Coca-Cola decided to support Mfundo’s vision, and allowed for a re-look, with help from ambassadors along the way. Teko Modise, Mandla Masango, Lebo M and DJ Zinhle all lent a hand to teach Mhkize some skills leading into final production.

“Cola-Cola has a passion for developing the youth, and Teko Modise, recently named PSL Player of the Year and Mandla Masango, former Coca-Cola Football Stars graduate, both epitomise the energy and passion of the country's youth,” said Abrahams. “We are partnering with them to celebrate their experiences and work with them as ambassadors to help develop and grow the youth of South Africa,” Abrahams further explained.

Mfundo brings with him the 'can do' pursuit of happiness that is synonymous with Coca-Cola. The brand is not only the catalyst for Mfundo's dream of film-making, but also the vehicle that will carry him on his journey to make it a reality. This is undoubtedly a journey of perseverance, dedication and self-belief. It is a journey not dissimilar to one that South Africa has been on for the last three years in the build up to the FIFA Confederations Cup.

The Company and brand Coca-Cola are behind Mfundo in following his dream and living this unprecedented opportunity. Coca-Cola is behind the young talent of South Africa - which with the right guidance and support - can meet and beat the best in the world.

Coca-Cola and Egg Productions have collaborated to grant Mfundo an internship after his studies at the production house, in acknowledgement of his contributions to the campaign.

Greg Rom, Commercials Director at Humanoid in association with Egg Films, who worked with Mfundo through the whole process, was impressed with Mfundo's passion for film and had this to say: "I was surprised at Mfundo's level of surety and confidence, in the face of overwhelming pressure. He always knew what he wanted and wasn't afraid to put across his point of view. Without his understanding of what's cool and what's not, there is no way we would have been able to produce the commercial you see on TV.”

Mfundo matriculated from Maritzburg College with exemption in 2005, while nurturing his passion and love for theatre. He obtained colours for Speech and Drama and was a member of the school Choir. In 2005, his final year at school, he won the Best Director award. After Matriculating, Mfundo joined the FET College in Pietermaritzburg where he studied business management which he believes is very important in moving his career forward.

Mkhize is currently completing his Bachelor of Motion Picture diploma at AFDA. In his short career to date, he has already directed Mbongeni Ngema stage play, Asinamali. His hobbies include movies, music, poetry and storytelling. Another goal he has in the future is to write a novel.

When Mkhize was asked how he felt being awarded a job of this magnitude, the 22 year-old simply said, “It still doesn't feel real.” After absorbing the reality of the journey ahead of him he went on to say, “It's incredible that someone understands this crazy vision that I have and more than that, they actually want to make it happen.”

Mkhize concludes: “I would like to sincerely thank Coca-Cola for an amazing journey. Making this commercial has been filled with a lot of challenges and without their belief in me, I don't think I would have made it this far. It has been the most memorable experience ever and I've learned that with hard work, faith, a positive attitude and a bit of fun, anything can be achieved.”