Coca-Cola is really having a go at social media this week. Earlier, we had the Coke video that offered a fashionably questionable solution to social-media addiction. And now we have this ultra-peppy new global Coca-Cola Light commercial from ad agency Johannes Leonardo.
Its point is that "liking" things just isn't enough. You have to love them. And you have to love them enough to roll around in them, swing on them, set fire to them, dance with them, kiss them (with gold teeth, preferably) and float away to heaven with them.
Ambivalence toward the "like" is hardly a new stance for marketers, but here it's aggressively communicated with broad, boundless energy as well as other, smaller details—you'll notice there are no computers or smartphones anywhere, and someone is even (gasp) seen reading a book. (The song is "Love Me Again" by English artist John Newman.)
It's a fine message for Coke, really, although it makes the 79,691,932 people who like the brand on Facebook maybe look a little foolish.