Brands with real-world appeal have been faux-criticizing social media for years—often in social media—by suggesting that you get off the damn phone already and take stock of your actual surroundings and the actual people in it.
Coca-Cola is the latest to do so with the amusing video below, advertising a (presumably fake) product called the Social Media Guard, which is basically a giant, human-sized, Coke-red dog collar. This gizmo will possibly stop you from checking your phone every eight seconds, though actually it seems like you could still take a selfie if you wanted to. (You can also, not coincidentally, still drink a Coke.)
"Did you know that the world spends 4 million years online every month?" the soda giant asks. "If you're watching this video on your mobile phone, it's time to put it down. Look around you, there is probably someone special you can share a real moment with. Enjoy it with an ice-cold Coke :)"
The Social Media Guard, the brand adds, "takes the 'social' out of media and puts it back into your life."
The video is pretty goofy for Coke, which usually prefers more feel-good stunts that don't liken its target market to animals that can't stop licking their stitches. But there's some honestly there, at least. Just don't share this with your friends. Coke wouldn't want that.
UPDATE: Memac Ogilvy in Dubai did this video for Coke. Credits below.
Agency: Memac Ogilvy Dubai
Creative Director: Ramzi Moutran
Associate Creative Director: Sascha Kuntze
Copywriter/Art Director: Sascha Kuntze
Designer: Diana Alzubeidi
Agency Producer: Amin Soltani
Business Director: Tarek Shawki