Mother’s Coke Spot Hits U.S.

NEW YORK Coca-Cola today broke a Coke Classic spot called “I Wish” from independent U.K. shop Mother during Fox’s broadcast of American Idol, according to the client.

The commercial debuted overseas on Jan. 23 and shows up-and-coming British singer Sharlene Hector walking on a city street singing “I Wish,” as she hands out bottles of Coke Classic to people she passes. Done in one continuous take, the 60-second spot is part of the “Real world of Coca-Cola” campaign, running in that country.

“The theme of optimism and connecting with people seems pretty universal and we think it could resonate beyond borders,” said Coke representative Kelly Brooks, on why the Atlanta-based client is using the spot in the U.S.

Mother in London won the business last year from Interpublic Group’s McCann-Erickson.

The strategy works off “Real” as the campaign is tagged in the U.S. WPP Group’s Berlin Cameron/Red Cell produced the “Real” campaign, which broke in the U.S. in January 2003. New work on the flagship brand is expected sometime this quarter, sources said.

Brooks did say that “there are no plans to bring on any new agencies in the U.S. Berlin Cameron will continue its role as chief architect of Coca-Cola consumer communication in the U.S.”

Coke spent about $155 million in measured media in 2003 in the U.S., per Nielsen Monitor-Plus.

This story updates an item posted on Feb. 26 with information on the spot’s debut.