Coca-Cola’s new spot sends positive message to the world

McCann Spain is the brain’s behind Coca-Cola’s new spot whose only purpose is to inspire hapiness and optimism during these hard economic times the world is facing today and send one simple message: “Life is short, enjoy it”.

What exactly would you say to someone who’s about to come into the world in times like these? Such spot couldn’t have come at a more appropriate time especially considering today’s widespread pessimism, and who better than Coca-Cola, an undisputed advertising leader in the market, to inspire us all.

The objective of the new campaign is to reinforce optimism, happiness and closeness all of which are usually conveyed in Coca-Cola’s advertising.

“The economic situation is quite complicated, so it is important that brands like Coca-Cola can inspire people,” said Marcos de Quinto, CEO Coca-Cola Spain.

The dialogue in the spot starts off by introducing Josep, a 102 year old man from Mayorca, a region in Spain, who explains how lucky he is to be alive at 102 and still be able to share with his friends and family.

His aim is to fly to Madrid and meet Aitana, who’s only a few hours from being born, in order to explain to her the beauty of life and to always make sure she seeks hapiness in everything she does, despite the bad things that life may bring along (making specific reference to the current world crisis).

His las remark in the commercial goes something like:  ‘don’t let yourself be carried away by small things, for you will only remember the good ones. When you grow up to be like me, you will realize that the one aspect you didn’t like about your life is the fact that it is too short’.

Josep was able to deliver his message to baby Aitana during their ‘encounter’, just minutes after her birth, and expressed to her, face-to-face, that she should, by all means, enjoy life.

Enjoy:

The realism of such commercial is one that has touched millions and millions of people around the world. McCann is planning to make the spot in different languages as to diffuse the ‘Enjoy Life’ message to the entire world population.

I like it!

This entry was posted on Thursday, March 19th, 2009 at 8:21 pm and is filed under Video Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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