Ad of the Day: Coke Spreads Joy to Some Seriously Unlucky Coke Drinkers

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Coca-Cola knows that sometimes life straight up sucks. But Coca-Cola also wants you to realize that you, sir, are not the only one with problems.

This new spot from Wieden + Kennedy, which broke on the Oscars, encourages people to put their own misfortunes in perspective and think of others every once in a while. It's Coke's latest attempt to spread happiness around the world. And while some of its recent efforts have fared better than others, this commercial holds up pretty well.

It opens in a sleepy beach town on a picturesque boardwalk, where all seems well. But things quickly go downhill—from bad to worse to downright horrendous in 60 swift seconds.

Take a look:

A rocker's guitar string breaks and it's lousy, but that's not as bad as the lifeguard whose lookout post goes down in flames. Just as each person is about to enjoy a refreshing sip of Coke, they see something worse happen to someone else—and share their Coke with them to ease the pain.

The broadcast ad had a cliffhanger ending—it was unclear who would get the Coke next. Coke extended the happiness to fans on Twitter by asking fans to channel their inner screenwriter and guess who, or what, would appear in the final frames. And it goes some serious, and not-so-serious, responses:

 

 

Finally, Coke revealed the big mystery with a new edit of the spot on Twitter and Facebook:

 

The ad is cartoony and fun, if a bit repetitive. And it does put things into perspective for you. Just when you think your own life is in utter shambles, there's someone else out there who has it worse, and could use a Coke a lot more than you.

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CREDITS

Client: The Coca-Cola Company

Spot: "Generous World"

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Hal Curtis / Jeff Gillette / Antony Goldstein

Copywriter: Neil Ramanan

Art Director: Gianmaria Schonlieb

Producer: Jennifer Hundis

Account Team: Brian Mead

Business Affaires: Teresa Lutz

Executive Creative Directors: Joe Staples / Mark Fizloff

Head of Production: Ben Grylewicz

Production Company: MJZ

Director: Dante Ariola

Head of Production: Scott Howard

Line Producer: Natalie Hill

Director of Photography: Philippe Le Sound

Editorial Company: Rock Paper Scissors

Editor: Adam Pertofsky

Assistant Editor: Marjorie Sacks

Post Producer: Shada Shariatzadeh

Post Executive Producer: Angela Dorian

Final Online & Effects: The Mill, Chris Harlow

Color Correction : Company 3, Stefan Sonnenfield

Music Company: We Are Walker

Executive Producer : Sara Matarazzo

Audio Post and Sound Design Company: Eleven Sound, Jeff Payne