Coke: ‘Share. Something. Real.’

Cliff Freeman and Partners tonight breaks four new 60-second spots for Coca-Cola during the Olympics—two teen-targeted commercials and two others aimed at the mass market—which have two mark-edly different creative approaches.

In a departure from two humorous spots that broke in August and the two funny ones debuting tonight, the New York shop’s teen-targeted spots have a “philosophical, introspective feel,” said Arthur Bijur, agency executive creative director. He added that the work seeks to “talk to teens” and reflect their values, such as celebrating individuality in the context of shared experiences.

To the guitar strains of “Deo” by Amon Tobin, the first spot shows an ethnically diverse group of teens sitting on a rooftop before dawn. Close-ups of their faces are mingled with shots of a Coke can. Each time someone takes a sip, the can’s bottom is shown with a word written on it: “Share” is followed by “something” and then “real.” When the sun rises overhead, the teens all smile. The “Enjoy” tagline pops up at the end.

The other ad shows teens dancing in the woods by a bonfire while swigging Coke, to the electronic instrumental song “Red Alert” by the British band Basement Jaxx. Words on the bottom of the can are “Bliss. Comes from. Within.”

“[Coke CEO] Doug Daft has talked about building relationships with different people,” said Darryl Cobbin, vp of consumer communications for Coke North America. “We’re finding diverse ways to connect with people concurrently.”

All the spots will continue to run beyond the Olympics on network and cable, Cobbin said. These include the August ads that convey the ill will generated by the absence of Coke and the two other mass-market ones breaking tonight, which show a Chinese exchange student and a soldier [Adweek, Aug. 14].

The budget was undisclosed; the Coke brand received $115 million on measured media in 1999, per Competitive Media Reporting.