Coke's New Twist on Brand Narratives

6/2/2014

Coke's at it again.

Their new viral ad is racking up the views, but hey, what's the twist?

Well, they've concocted a wicked bottle cap that can only be opened by having college freshmen talk to each other and twist their bottle caps together.

Oh how devious!

Watch in horror as these poor, thirsty youngsters are forced to rip themselves away from their smart phones and communicate with other human beings on their first day of freshman year.

And is it possible to imagine anything even more horrific than the first day of freshmen year?

Well, maybe, it's the realization that the unlikely hero bringing these alienated young people together to laugh and drink is none other than Coke!

I have to say that I wished they spent more time in this spot allowing us to connect to one or two specific young people, but I would guess that the marketing execs behind this spot wanted to make sure that they hit all the multi-ethnic buttons here and so they intentionally didn't want to allow us, the audience, to connect to a single individual.

This spot leaves my yearning for an earlier favorite, "Happiness Machine" below, which made the Coke Vending Machine into the hero of the story, but did so in such a charming way that I still have feelings for that big old red metal hulk of a machine. :)

And for me to still care about a Coke Machine after having viewed this spot so many years ago, well, that's an example of good storytelling...

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Coke's New Twist on Brand Narratives

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