In the world of advertising, where attention spans are short and competition is fierce, standing out from the crowd is a constant challenge. However, there are a few brands that have consistently managed to captivate audiences through their innovative and creative campaigns. Coca-Cola, has once again raised the bar with its latest advertising campaign – “Masterpiece.”
The story takes place in a museum, where a student is battling boredom during a group study visit. However, the student鈥檚 interest is soon piqued when the artworks are unexpectedly animated. The short film features a host of iconic and contemporary paintings, all of them animated in various painterly styles to foreground a Coke bottle.
Coca-Cola has harnessed the power of technology while staying true to its brand essence. The Masterpiece campaign is a testament to the company’s commitment to pushing boundaries in seamlessly integrating art, technology and storytelling.
Masterpiece is more that an advertising campaign 鈥 it’s an experience, blurring the lines between art, advertising and entertainment.
鈥溾楳asterpiece鈥 is not a story in which Coke appears鈥 Coke is the story,鈥 said Pratik Thakar, Global Head of Creative Strategy and Integrated Content for Coca鈥慍ola. 鈥淭rue to the spirit of the brand – and not unlike the way a synchronized supply chain collaborates to seamlessly deliver ice-cold Coca鈥慍ola to consumers at just the right time – a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what 鈥楻eal Magic鈥 is all about.鈥
Why did we choose this for our #whatbrandsdo collection?聽Because we love it, because it is highly creative and because it demonstrates how brands can respond to current competitive and market challenges.
Advertising does many things, but in the end it must build equity and drive mental availability in the short and longer term. To do this it must do more than tell. It must show and reveal the brand beyond the product.
This ad balances emotional engagement while keeping the product the hero. The former is delivered via the dynamic, fast-paced narrative built on the personification and playful use of familiar art and culture. The latter because, and this is the clever bit, the product is central to every frame. The art chosen even magnifies product benefits such as refreshment, best served cold and performance boosting.
We acknowledge this is a big budget ad and many brands may be unable to replicate it, but the principles can and should be reapplied again and again, by brands large and small. Congratulations and
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