Coke Takes International Approach with Super Bowl Ads

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In a webcast this afternoon, Coke CMO Bea Perez, President of Sparkling Beverages Katie Bayne and Senior Vice President of Creative Excellence Pio Schunker discussed Coke's Happiness campaign marketing initiatives for the upcoming year and unveiled the two commercial the brand will air during the Super Bowl.

The first, created by Weiden + Kennedy and called Border Crossing, features two guards from, one assumes, different countries at a remote outpost who, it seems, do nothing but pace back and forth past each other all day long. Eventually, one grabs a Coke. The other looks longingly until the former decides to share but only after the border is redrawn in the sand so as to eliminate sparking an international incident.

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The second, created by Nexus London, is an animated fantasy complete with a fire breathing dragon, opposing armies, castles, and another dragon made of ice with a Coke encased inside it. One breath from the fire breathing dragon melts ice dragon but, since this is a Coke Happiness commercial, all ends well and happiness rules the land.

Each commercial does a nice job conveying its story without the use of any form of language other than imagery making, of course, the ads work at an international level.We like the spots.

by Steve Hall    Feb- 6-11   Click to Comment   
Topic: Super Bowl 2011   

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