Coca-Cola’s again hogging the headlines following the global release of its always anticipated Christmas work overnight.
Following yesterday’s news that the soft drink maker had handed the bulk of its $US4 billion global media and creative duties to WPP agencies, this year’s festive work appears an impressive last hurrah for creative agency DentsuMB UK.
Called “Real Magic at Christmas”, it follows the brand’s new global brand platform of “Real Magic“.
It also follows recently launched festive spots that carry COVID-led themes of loneliness, isolation and companionship. (Check out Amazon’s just-launched festive work as an example HERE.)
Set to the sound of Mary Poppins’ Chim chim cher-ee it ends with the line, “Christmas is magic when you share it.” The beautifully shot ad will run across 90 markets including in Australia.
Commenting on the new festive work, Manolo Arroyo, global chief marketing officer at The Coca-Cola Company, said: “This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola. Coca-Cola has always believed in the magic of Christmas, and this year our campaign celebrates the real magic of him and connections. With a simple and uplifting message of unity, inclusion and positivity at its heart it aims to remind us that all we need for a magical Christmas is shared moments with community and the ones we love.”
Simon Lloyd, chief creative officer at DenstuMB UK, added: “Magic is all around us, but most of the time we don’t even notice. This story is set in an apartment block in the USA, but it could be anywhere. For most people in the world, living stacked up on top of one another is a reality; so close yet still strangers. But then global pandemic also brought neighbours together like never before. With Christmas cancelled for many last year, this humble holiday story focuses on what matters: community and generosity that connects us in an imperfect world.”
