Created by Santo Buenos Aires and directed by Pucho Mentastin, Argentina's newest Coca-Cola commercial aims to promote its new line of Coke Life. The global leading beverage manufacturer has imagined what it’s like for new parents to bring another human being into the world. The ad de-glamorizes parenting and doesn’t sugar coat anything, getting right into the dirtiest and the ugliest realities of parenthood.
In the ad, a young couple discover the woman becoming pregnant. Once the baby is born, the chaos begins; from waking up in the early hours of the morning or night to stepping and tripping on children's toys to preventing their child from eating dog food and any other suspicious looking objects.
At the end of the commercial, we learn that through all the screams, cries and laughter, the ad demonstrates one thing -- "Having children is not just life’s most important moment, but the ultimate test to connecting with your best side, Coke Life is a new kind of Coke. We’re just starting to build this brand, setting up its world, its tone of voice."
Bittersweet Parenting Cola Ads
Coke Life Makes You Cry and Smile in its Newest Commercial
Trend Themes
1. De-glamorizing Parenting - Creating products that acknowledge real challenges of parenting that go beyond stereotypes.
2. Authentic Advertising - Developing campaigns that prioritize authenticity and address real-life issues faced by consumers.
3. Emotional Intelligence Marketing - Using ads that appeal to consumers' emotions, showing that a product understands what it's like to go through major life events.
Industry Implications
1. Beverage - Beverage companies can use this ad as a model to create more authentic campaigns that resonate with consumers on a personal level.
2. Parenting - Parenting product manufacturers can focus on creating products that meet real needs and alleviate real pain points addressed in the ad.
3. Advertising - The advertising industry can shift towards authentic and emotional campaigns that address real-life challenges and issues faced by consumers.