Not Entirely Classic Coke

For its biggest ad blitz in years, Coca-Cola Co. chose a strategy that allows it do something it rarely does: take small but significant creative risks, client executives said.

While the use of “real” and its storytelling approach are signature aspects of the world’s most famous brand, the strategy was updated to reflect consumers’ current perceptions of “real,” said Coke North America CMO Chris Lowe.

One spot refers to a lack of underwear and another shows a woman’s hand suggestively moving toward a man’s derriere.