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 Coca-Cola is a simple pleasure that makes moments more special,” Echeverria said. “Coca-Cola is at the center of each ad, bringing people together. Without it, the stories would not happen.”

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 Coca-Cola from the fridge and racing outside. But, to their surprise, mom gets there first. For fans who enjoyed ‘Brotherly Love’ last year, this brings a different take on sibling rivalries,” Echeverria said. “We wanted to position an ice-cold Coca-Cola as the ultimate object of desire, but also to tell an emotional, human story and add in a ‘wink’ that touches on our point of view on diversity and inclusion.” “Pool Boy” is soundtracked by a 1958 Italian pop song called “Come Prima” (“For the First Time”).

“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 and nearly misses the chance to sing for the executive. But he turns to grab a Coke on the way to his train and is stopped in his tracks by her beautiful voice singing the “Taste the Feeling” anthem.

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 Coca-Cola YouTube channel chronicles Maria’s journey. “She’s a remarkable talent, and we wanted to offer a digital extension of her real-life story because it shows how she ended up in the spot and makes our story even more approachable for viewers,” Echeverria said.

“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 Coca-Cola from her cart – he takes a sip and they share a moment – talking and dancing. The doors open and she pauses to take a selfie with her new famous friend, but his face is blocked by the Coca-Cola bottle.

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 Coca-Cola. “This one includes several relatable vignettes that convey powerful messages,” said Echeverria, who added that the theme was inspired by French painter Paul Gauguin’s famous quote “I shut my eyes in order to see.”

'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. Coca-Cola is at the center of each ad, bringing people together. Without it, the stories would not happen.'

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. Coca-Cola shot multiple versions of some of the ads with different actors to ensure relevance in different cultures – and did the same with “Elevator.” The combination of universal storylines with local talent resonates with fans around the world, Echeverria said.

One of three 'Elevator' takes Coca-Cola shot featuring different casting.

“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.”