Say goodbye to
Coke's "Open Happiness" tagline. It's been replaced with
"Taste The Feeling," and a handful of ads with the tag launched globally on Monday, starting with "Anthem." Four agencies created ads for this campaign:
Mercado-McCann, Sra. Rushmore,
Santo and
Oglivy & Mather New York. The 60-second anchor spot (from Mercado-McCann) didn't feel like the rallying cry I was expecting. It's a bunch of moments in life
with friends, family and Coca-Cola. Hardly anyone I know drinks soda anymore, so with that big hurdle to jump, watching a couple share a Coke and see friends frolic in the ocean with a bucket of Coke
seemed cutesy but horribly outdated.
See it here. "Under Pressure" (from Ogilvy & Mather) was more believable because it follows the lives
of stressed teenagers who face deadlines, drama and obstacles on a regular basis, make it through all right, and celebrate with a Coke.
Watch it
here. "Break Up" (from Santo) follows a young couple from the moment they meet to their steamy love scene in the back of a car. Wherever they are, whatever they're doing, a pair of Coke bottles
are creepily close by, watching. They break up and meet to talk it out. The guy knows he's got his girl back when he gives her his Coke bottle and she doesn't wipe off his cooties. She goes all in for
a drink. L'amour.
See it here. "Brotherly Love" (from Santo) shows an annoying older brother with a soft side when his kid brother needs him.
Watch it here. "Supermarket" (from Sra. Rushmore) is my favorite ad. A young cashier on a hot day tweaks the store's security cameras so she
get a close-up of a hot, sweaty guy drinking his Coke.
See it here. The final ad, "What Is Coca-Cola For" (from Sra. Rushmore) shows a guy
ordering a Coke at a bar. The bartender goes off on a tangent of reasons to drink Coke, and the patron tells him that he just loves the drink.
Watch it hereadvertisement
advertisement
.