GMT 0 Accra, Ghana
Monday, January 26, 2009
Take A Break, Have A Coke
Not that I harbour diabetes but I must admit Coca-Cola never fails to establish itself by launching campaign TVCs; boob tube not so boo boo afterall. It was not so long ago, about 2004, when most of Filipinos were enchanted by this young girl and her knapsack that "magically" dispenses unlimited supply of Coke bottles (kinda reminds me of Mary Poppins). Not to mention that song that made me slow down, stop at this very moment and say to myself: "Pre, take it easy."
As a kid I had this notion that a Coke bottle on a dining table is for special occasions or whenever our family is on a festive mood; always looking forward to that Sunday lunch, the whole family sitting together and one Litro of Coke. That's why I find the idea of giving out Coke as a way of saying "hello" nostalgic. It is also a symbolic gesture of reminding us to take a break and, of course with this TVC, have a refreshing drink. Good advertising eh? But then, it did not escaped me to notice that the whole TVC is a tapestry of Filipinos and the different facets of their everyday lives: middle-class work, religion (one can see a Muslim and a typical elderly Christian), relationships (lovers' quarrel), manual labor, education, adolescence and childhood. All of these in one flawless, continuous shot; the details and texture of downtown Manila perfectly recreated. I am impressed with Thierry Notz for the direction (he made the same with McDo's Karen & Lolo TVC). I believe he surpassed other versions of this global ad campaign of Coca-Cola. Though not Filipino himself, he sure knows the way to a Filipino's heart.
Here are the other versions (North and Latin American's) of the global ad campaign. Notice how they are very much alike from the street corner-turning to a man in the garbage bin and from that scooter to that parked car.
Another Coca-Cola TVC. This time on the best "pick-up line" ever. :)