Santo produces brilliant fatherhood tale for Coke

You have to hand it to Coca-Cola: it’s the all-time ubiquitous product. It’s already hijacked Christmas with bloody great red trucks – an unlikely combo of carbon emissions and sugary drinks – and now it’s doing the same with fatherhood courtesy of this brilliant ad from Santo in Buenos Aires.

Why can’t the Brits make ads like this any more? With a proper story based on real life, humour and, not forgetting, powerful branding?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.