Brilliant Coke Ad Celebrates the Agony and the Ecstasy of Early Parenthood

Santo nails it

In a span of 60 seconds, Coke Argentina tells a true-to-life story of the highs and lows of early parenthood in this new spot by Santo Buenos Aires for Coke Life. We see a couple go through all the milestones after bringing home a baby—from sheer exhaustion to toddler mischief to the "Toys R Us has thrown up all over my house" stage. Not a new concept for advertising, but it's done in a beautiful way. No grating screaming kid noises or parents dismissing children as a nuisance—just a lovely, honest look at parenthood to the tune of the Bee Gees' "To Love Somebody." It ends with a "Surprise! We're doing it all again!" pregnancy announcement—and the parents' reaction is priceless. Funny and heartwarming. Nice job, Coke. Via Co.Create.


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