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In Olympic-Timed Spots, Absence of Coke Sours Happy Situations
NEW YORK–Cliff Freeman and Partners’ new TV spots for Coca-Cola Classic represent a twist on the current strategy for the company’s flagship brand.
Scheduled to break in time for the Olympic games on NBC, one spot shows an African-American family at a party, honoring an elderly relative confined to a wheelchair. Her face shows profound disappointment during the gathering, and it’s discovered that she is unhappy because there is no Coke.
Another spot shows a soldier returning from the service to his exuberant family.
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