We’ve noted the incidence of brands against a brand-driven world that drives us around the effing bend – aka ‘purpose’ – but this is a new such global effort for Coca-Cola from Wieden+Kennedy London. So we expect something a bit special.
Which we get, helped by, among others, Russian Doll’s Natasha Lyonne.
Not sure that ‘Everything’s better when we’re open’ is the world’s greatest line.
But everything else in the ad’s on the button, great direction from Steve Rogers and the music’s wonderful.
Best Coke ad in aeons.
MAA creative scale: 9.5.
PS The posters are pretty good too (with a better line.)
Everything’s better really? In a world where my news feed today (apart from you) included this:
‘The World Health Organization (WHO), Unicef, and medical journal the Lancet, calls for radical changes to protect children’s health and futures from the intensifying climate emergency.
It also highlights the threat of predatory commercial practices, linking children’s exposure to marketing of fast food and sugary drinks to an 11-fold increase in childhood obesity, from 11 million in 1975 to 124 million in 2016.
It’s 2020, those days of selling beautifully produced bullshit from a brand are over. Same proposition from beer brands and tea – come together, be more open over a beverage. This is not Coke’s problem to solve, it’s how to stop selling larger bottles at lower prices in developing economies.
Shame.
Agree that Coke’s got a lot more to do, one of the problems with ‘purpose’ in ads