To celebrate life and its complexities Coke's new ad features the joy and pain of parenthood as the company launched their new product in Argentina and Chile. Coca-Cola Life is the new addition in the long line of products of Coca-Cola and the new ad was aired in both countries after five years of research.
Coca-Cola Life is the first version of the family produced with stevia and sugar as sweeteners instead of using aspartame and this is a low-calorie version of Coca-Cola. "Life" has 36 calories per 200ml with 60% fewer calories compared to the original version, and it will co-exist with the Coca-Cola Light and Coca-Cola Zero.
It's not yet official if "Life" will debut outside South America but it is rumoured that it is due to be launched on some European countries, including France by 2014. Now it's up to the Coca-Cola Life ad to spread the world about the company's new product.
Directed by Pucho Mentasti, the new Coke ad is a perfect ad that captures the essence of parenthood and the joy and pain that comes with it. Created by Santo Buenos Aires, the ad is now getting viral all because of its unique approach.
"Having children is not just life's most important moment, but the ultimate test to connecting with your best side," says Sebastian Wilhelm, Santo executive creative director. "Coke Life is a new kind of Coke. We're just starting to build this brand, setting up its world, its tone of voice. We were aiming for 'emotional comedy' [with this ad]. The kind that makes you smile and weep at the same time."
Coca-Cola Life's Ad
The ad starts when the young couple got their first positive pregnancy test, they celebrate the good news and then cut to the chase, and they are greeted with a house full of baby's toys. This is where the nightmare begins, thanks to their new bundle of joy the house is always a mess and the couple losses their old carefree selves as they pushed the stroller through the park while looking to other couple having the time of their lives without a child.
The look of desperation in their eyes will make all couples with child agree to the ad that this is the hell and joy of parenthood. After all the mess, sleepless nights and the goo that's smeared the dad's records, the next thing that happens will amaze you.