‘Portfolio marketing’ is a tricky old thing: one ad for lots of products can mean that none of them get much purchase.
Coca-Cola seems to have pulled it off with ‘New Guy’ a spin on an episode of ‘The Bear’ with the show’s originators, WPP’s Open X and Majority, Shaquille O’Neal’s agency in which it has a minority stake. Somehow it all comes together.
Probably WPP’s best yet for Coke, an acid test of its new creative philosophy of lots of resources.
