Coca-Cola's Polar Bears, Now 25 Years Old, Return to Share Their Rules for a Loving Household

If you want to feel old, drink in the fact that Coca-Cola’s beloved polar bears are now 25 years old. In a 45-second Christmas ad created by agency David Sao Paulo, the bears offer life lessons akin to Little Golden Books and continue to give viewers all the feels. “Christmas Rules” shows the polar bear family readying their home for Christmas. House rules are simple: if you need help, ask; keep traditions alive; connect with loved ones far away; and always have room for one more guest. Set to a cover of Phillip Phillips’ “Home,” the ad ends with a neighboring penguin family joining the bears for dinner. [kickout id="1"] “We’re bringing back the Coca-Cola Bears to talk about ‘Christmas Rules,’ which is a follow-up campaign to our ‘Household Rules’ campaign from earlier this year,” said Rafael Donato, creative vice president at David Sao Paulo. “Household Rules,” which launched last summer, also used a cover of “Home” and highlighted house rules that many of us learned as kids—but might need to be reminded about in an era of polarization and chronic incivility. Some examples from that earlier spot: Always keep promises, share, listen, and dry a loved one’s tears. [kickout id="2"] Coca-Cola's polar bears were invented by creative strategist Ken Stewart, inspired by his pet Labrador that had always reminded him of a polar bear. Working with cutting-edge animation house Rhythm & Hues and agency CAA, he brought the concept to life in time to air in an ad called "Northern Lights" during the 1993 Academy Awards. In the 25 years since, the polar bears have been a central pillar of Coca-Cola's brand identity. [kickout id="3"] Below are the credits for the newest installment, "Christmas Rules." CREDITS: Agency: David SP Client: Coca-Cola Brazil Managing director: Sylvia Panico Creative VP: Rafael Donato Creative Director: Edgard Gianesi Copywriter: Lucas Silva, Lucas Vigliar, Fernanda Machado Art Director: Fabio Natan, Thiago Ferreira, Christiano Vellutini Producers DAVID: Fabiano Beraldo, Fernanda Peixoto, Gustavo Viola Editor: Leonardo Nichida Account: Carolina Vieira, Stefane Rosa, Cacá Franklin, Fernanda Feldmann, Camila Coelho, Pedro Zetune Head of Innovation: Toni Ferreira Planning: Daniela Bombonato, Carolina Silva e Bruno Gomiero Social media: Lucas Patrício Media: Márcia Mendonça, Camila Fiuza, Diego Rolim, Leila Pereira e Manuela Cintra Producer Company: Vetor Zero Director: Alton Executive producers: Alberto Lopes e Sergio Salles Editors: Eduardo Silva e Ricardo Vaz Account: Fernanda Germek e Marcia Guimarães Producer: Eduardo Silva e Ricardo Vaz Sound Production: Jamute Producers: James Pinto e Leck Gomes Voice: Luiza Caspary Clients Approval: Selman Careaga, Beatriz Bottesi, Keila Marconi, Augusto Veríssimo, Flavio Reghini e Poliana Tonelli

AdFreak

Coca-Cola's Polar Bears, Now 25 Years Old, Return to Share Their Rules for a Loving Household

Agency David builds on its earlier, heartwarming spot

Amy Corr

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Amy Corr