“If you're watching this video on your mobile phone, it's time to put it down. Look around you: there’s probably someone special you can share a real moment with.”
That’s the YouTube description posted alongside a cheeky film
titled Coca-Cola Social Media Guard,
which invites us to enjoy real moments of connection with each other by taking
a refreshing pause from our screens.
In the spot, people can be seen wearing red plastic funnels over their heads to help keep their eyes on each other and off their smartphones. A voice over lightheartedly refers to the real world as “the thing that happens when you run out of battery.”
The Coca-Cola Social Media Guard, which has been watched more than 2 million times in less than a week, caught Coke a bit, well, off guard. It took the folks at the company’s headquarters a few days to find out who was responsible for the viral hit.
Turns out it was Coca-Cola Middle East, which shot the film earlier this month in Dubai and posted it on YouTube on Feb. 19.
“We’ve been pleasantly surprised by the initial results, which reveal a very strong and positive sentiment from around the world and, ironically, highlight the global power of social media,” says Tolga Cebe, region marketing manager, Coca-Cola Middle East.
The video kicks off a Coca-Cola campaign in the Middle East focused on taking the "social" out of social media and putting it back into our lives.
“Millennials check their mobiles every few minutes and feel ‘naked’ if they leave them at home,” Cebe said. “Though frustrating, it‘s emerging as a social norm to be attached to a screen at the expense of precious real moments. We want to remind fans to enjoy life’s special moments before sharing them on social media to create even more happiness.”
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