Apart from the awkward but promising concept, what I really don't get is this ad's storyline: A group of freaks on roller-blades risks their lives in a daring action sequence to ... lift a drink that's too high in sugar and caffeine? -- I would sure think there are more vital things to steal!
So the ad doesn't make an aweful lot of sense. But who cares: It is super-stylish, a perfect choice of camera angles, a nice dynamic ... and it makes me wish Fincher finally tackled a straight-out action flick!
Forget the story. Watch it for the shots! :-)
One special piece of info I ran into was that Fincher met his partner, Ceán Chaffin, "in the early '90s when she produced a Japanese Coca-Cola ad that he was directing." Sure sounds like this one!