Bee Gees + Coca-Cola = Life
By Kelly Bartlett
This is a video even a new mother has time to watch no matter how many times she got up last night to nurse the baby. It takes less than 60 seconds.
Coca-Cola Life’s new ad from Argentina sells a lot more than soda. It peddles humour, frustrations, sacrifice, and joy. But most of all, life. The story follows a young couple’s hectic, hapless, adventures in childrearing. What parent can watch this without relating?
Which is your favourite moment? When the child is found scrunched inside a cabinet and he charms us with his smile? When the mom scoops up the toddler about to eat from the dog’s bowl? Or the dad’s facial expression when he sees the plus sign on the pregnancy test?
Creative director of the trending ad, Sebastian Wilhelm successfully welcomes viewers to “open their good nature.” Or “Despata su naturaleza.” Currently marketed in Argentina and Chile, Coca-Cola Life’s new product displays a more green brand, literally. The classic red labels are replaced with green.
The soft drink giant hopes to recharge sales with the more natural brand, made with sugar as well as the sweetener, stevia. It could appeal to customers who have concerns about sugar content or aspartame.
According to the cola company’s website, the commercial “created by Wilhelm’s Buenos Aires-based agency, Santo, has garnered international media acclaim, millions of views on YouTube and countless social media shares.”
If the popularity of their new Coke matches their ad, they’ve created a blockbuster. Set to the Bee Gees song, “To Love Somebody,” the editing is exquisite.
“We were exploring different reactions for the ending — some more intimate and others more expressive,” Wilhelm says. “Then we realized the song has yelling in the final chorus, so the stars aligned. Once we saw the dad’s reaction in the final shot, we knew we had something good.”
I stopped drinking soda years ago, but I have to give credit to the beverage giant, Coke understands parenthood and they know how to sell a story. If the ad company Santo can make us laugh and cry at the same time in less than 60 seconds, I hope they start filming movies soon.
Choose joy. Choose life.
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