Coca-Cola’s Take On Me-style ad celebrates a fizzy pop revival
Coke Studio, the global music platform helmed by the soft drink brand, has given itself an artistic makeover after drawing inspiration from A-ha’s memorable 1980s confection of synth-pop and hand-drawn animation in its Take On Me music video.
Updated for the tastes of modern audiences by US singer Halsey, the musically-minded set seeks to reacquaint audiences with the soft drink after a pandemic-driven drop in sales.
Brought to life in partnership with VLMY&R, the paint-splattered piece brings the creative process to life as Halsey’s single So Good belts out in the background, inspiring the whirling splashes of paint on a previously blank canvas in an outpouring of artistry and Coke. With a brush in one hand and the drink in the other, Halsey slumps down for a well-earned swig.
Originating in Pakistan back in 2008, Coke Studio is a partnership with Universal Music Group designed to bring emerging talent to mainstream audiences, as conceived in its ‘Real Magic’ program, which seeks to rekindle a spirit of discovery in a market dominated by established artists.
The digital campaign is to be complemented by out-of-home (OOH) activity in Chicago and LA, with audience engagement encouraged via competitions, the chance to meet the artist, autographed albums and lashings of free Coke, embodying the brand’s ‘experiences over ads’ philosophy.