With the Rio 2016 Olympics just over three weeks away, Ogilvy & Mather Brazil launched a new campaign for Coca-Cola entitled “#ThatsGold,” as part of the brand’s larger “Taste the Feeling” effort.
“#ThatsGold” is centered around two 60-second broadcast spots, “Gold Actions” and “Gold Feelings.” The more effective of the two, “Gold Feelings” pairs footage of Olympic athletes winning gold with quotes about how it feels to receive top honors at the Olympics and this year’s Olympic hopefuls. The jubilant athletes and the quotes, such as “It’s a feeling you can’t contain”are interspersed with shots of drinkers enjoying a cold Coca-Cola, tying the feeling of winning gold to the brand and the larger “Taste the Feeling” positioning, ableit with a somewhat tenuous connection that some viewers might find hard to swallow.
That said, “Gold Actions” is even more of a stretch. “Gold is for the fastest,” text reads near the opening of the spot, adding “Who jump the highest,” those who “take it seriously” and “the brave.” But, the spot adds, “Anyone can be gold.” It’s a somewhat jumbled, ultimately meaningless message positioning the brand as a way to cap off “gold moments,” but there’s also a certain simple sweetness to the approach and footage of jubilant athletes and Coke drinkers. In addition to the broadcast spots, the campaign also includes print ads featuring 79 Olympic athletes from 23 countries (swimmer Nathan Adrian and soccer star Alex Morgan represent the U.S.), an onsite brand activation center in Rio, Coca-Cola’s sponsorship of the 2016 Olympic Torch Relay and commemorative Olympic packaging.
“There are so many gold moments that happen off the podium. It’s about day-to-day, simple pleasures that are all about joy and uplift, whatever is a special moment that you’ll share with friends and family, and celebrating our relationships with the Olympians, too,” Coca-Cola global vice president, creative and connections Rodolfo Echeverria explained to Adweek. “We’re trying to position Coca-Cola as a simple pleasure that makes moments more special.”
“There’s something that’s so powerful about the Olympics. It brings together experiences of mutual understandings, friendships, solidarity, togetherness, inclusion and equality,” added Coca-Cola senior vice president, strategic marketing Ivan Pollard. “This year’s campaign is special because it’s not about watching someone win a gold medal, it’s about watching their face when they do. It’s exactly the same feeling you have when you teach your children to ride a bicycle, or when your son graduates from college.”
Credits:
Agency: Ogilvy & Mather Brazil
CCO: Anselmo Ramos
Creative Director: Rafael Donato
Production Company: Anonymous Content
Director: Omri Cohen
Tabletop Director: Kevan Bean, MacGuffin Films
Executive Producer: Gloria Colangelo, MacGuffin Films
Editorial Co: Lost Planet Editorial
Editor: Max Koepke & Kimmy Dube
Assistant Editor: Steven San Miguel
EP: Krystn Wagenberg
Producer: Casey Cayko
Post/Effects Co: Black Hole
Lead Flame Artist: Tim Farrell
Assistant Flame Artist: Luke Bedellion
Designer/Animator(s): Reggie Butler & Andre Sam
EP: Krystn Wagenberg
Producer: Tim Vierling
Color Grade Co: Company 3
Colorist(s): Rob Sciarratta
EP: Rhubie Jovanov
Producer: Katie Andrews
Composer(s): Avicii
Audio Post Co: Heard City
Mixer(s): Dan Flosdorf
EP:Sasha Awn
Producer: Talia Rodgers