Coca-Cola is releasing four story-driven TV spots with a twist that feel both familiar and surprising, according to Rodolfo Echeverria, Coke’s VP of global creative and connections.
The new batch of ads for the “Taste the Feeling” campaign – which unites all Trademark Coke brands under one creative umbrella – will start to roll out this week in countries around the world.
“Each of these spots is unique, but they all ladder up to the core creative idea that
Watch and learn more about the new ads:
“Pool Boy” (SANTO, Buenos Aires)
On a hot summer day, a brother and sister scramble to win the affection of the family “pool boy” by grabbing an ice-cold
“Subway” (McCann, Madrid)
In this story of fate, a struggling musician is playing for tips in the subway while a music executive hunts for the “next big thing”. The singer stops to quench her thirst with an ice-cold
Coca-Cola held a global casting call of more than 100 emerging artists for the lead role, ultimately choosing Maria Bradshaw from Portugal. Special behind-the-scenes content on the
“Elevator” (McCann, Madrid)
This modern-day “Cinderella” story features a famous DJ and a hotel waitress stepping onto an elevator. Seconds later, the lift suddenly stops between floors, trapping them inside. The waitress hands the DJ an ice-cold
An interactive digital feature lets the viewer explore different floors of the hotel to unlock bonus, behind-the-scenes footage. “You can see the slices of life that happened outside the elevator between takes,” Echeverria explained. “About half of what you see is scripted, and the other half is improvised and, therefore, that much more authentic. We take a similar approach with the ‘Taste the Feeling’ photography, which captures what we call the ‘Don’t say cheese’ look.”
“Eyes Closed” (Ogilvy & Mather, Mexico City)
Similar to “Anthem” from 2016, “Eyes Closed” is a mashup of life's special moments that are better experienced with your eyes closed – from riding a rollercoaster, to winning an Olympic medal, to dancing with friends at a concert, to simply enjoying a moment with an ice-cold
'Each of these spots is unique, but they all ladder up to the core creative idea that Coca-Cola is a simple pleasure that makes moments more special.
The “Taste the Feeling” campaign debuted in January 2016. More than 200 countries featured the creative, which included nine TV ads, outdoor and print ads, retail signage and more.
One of three 'Elevator' takes
One of three 'Elevator' takes
“With ‘Elevator’, we shot three versions on the same set with different casting for use in different parts of the world,” he explained. “They all share the same storyline, art direction and creative quality, but small adjustments – sometimes it’s the music, sometimes it’s the talent, sometimes it’s switching out a scene – can make magic.”
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