Ad of the Day: Andy Warhol print comes to life in Coke’s ‘Masterpiece’ campaign
It’s the latest ad from the brand’s ‘Real Magic’ platform, which launched in 2021.
A young artist’s imagination is brought to life in Coca-Cola’s latest global ad titled ‘Masterpiece’. In the spot, the creative is sitting, lost for ideas, in a museum surrounded by classical works of art. As he glances down at his canvas uninspired, the camera then pans to one of the pieces on the wall, which of course, is Andy Warhol’s 60s black and white print of a Coke bottle.
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The pop-art-printed drink then bounces from painting to painting, relayed from JMW Turner’s ‘The Shipwreck’ to Munch’s ‘The Scream’ and Van Gogh’s ‘Bedroom in Arles,’ before finally landing with Vermeer’s infamous ‘Girl with a Pearl Earring’, who opens the bottle of soda before giving the student a cheeky wink.
“We are excited to connect with Coca‑Cola to showcase one of Andy Warhol’s most iconic works alongside some of the world’s most universally loved masterpieces,” said Michael Dayton Hermann, director of licensing, marketing and sales at The Andy Warhol Foundation for the Visual Arts. “These pieces, paired with works by emerging artists from around the globe, celebrate the inspirational power of visual art through the magical lens of Coca‑Cola.”
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The spot uses a mixture of illustration and animation techniques to weave through the different styles of each piece of art.
To coincide with the film, there will also be an online gallery featuring interviews with emerging artists from the nearly two-minute hero film, 3D billboards, plus a series of digital collectibles. The campaign launches this month in Latin America, followed by Asia and other markets later this year.
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Credits
Director: Henry Scholfield at Academy Films
Director of photography: Ben Todd
Agency: Heads Up Production
Creative agency: Blitz Works
2D Design & Animation: Electric Studio
VFX: Electric Theatre Collective
Edit: Tenthree Editing
Sound: Yessian Music
Grade: Luke Morrison
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.