US Ad of the Day: Coke gets sentimental in ‘The holidays always find a way’
The new ad is part of the beverage giant’s ongoing ‘Real Magic’ global brand platform.
Coca-Cola evokes the power of memory in a recent video spot. The ad is an extension of Coke’s ‘Real Magic’ campaign, which Coke describes as a “brand philosophy” emphasizing the profundity that can be gleaned from seemingly ordinary moments.
The 30-second ad opens with a man alone in his kitchen. He drops a dusty old recipe book down on a table and gazes down at the instructions for a pie recipe – written in semi-illegible cursive – with a look of confusion and worry on his face. He then takes a pull from a glass bottle of Coke, and an elderly woman (his mother) suddenly appears, pointing at her wrist; time is running out, she seems to be indicating.
He springs into action – throwing together ingredients, nearly burning himself and pulling a very passable-looking pie out of the oven just before relatives enter through the front door. The man looks at the pie with pride, then at his mother with affection. The scene then transitions; the man is standing alone – his mother was never physically with him in the kitchen.
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He joins his family at the table and looks up with a smile and a toast from the Coke bottle at a portrait of his mother hanging on a wall at the far end of the room. The spot closes with the text: “The holidays always find a way.”
Coke’s holiday ad is an extension of the ‘Real Magic’ brand platform, which launched in September 2021 and “is rooted in the insight that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary – a timeless learning that feels more relevant than ever in today’s hyperconnected yet divided world,” according to a statement from Coke.
The new video spot aired during NFL games over Thanksgiving weekend.
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