Coke Filmed 6 Great Surprise Moments in Real People’s Lives for Its Emotional Holiday Ad

With a little help from personalized bottles

If a guy proposes to you using a personalized Coke bottle, you might want to take a little time before giving him your answer. Yet the woman in Coca-Cola's new holiday ad doesn't seem to mind. (After getting a bottle with "Husband" written on it, does she mutter "Finally!"? Maybe that explains her lack of resistance.)

Coke filmed six such surprise moments for the new spot, by ad agency David—they are "completely unscripted," the brands says, and seem like genuine surprises, though Coke has obviously staged these moments to a degree. They include a surprise announcement, an unexpected homecoming and a meeting between a man and his birth father—emotional stuff, for sure, even if it feels a bit like Coke is somewhat cynically ticking off particular boxes.

Personalized bottles play a role in every story, and are innocuous enough. Obviously Coke bottles don't play this kind of role in real life (well, except for pregnancy announcements), but as a way to integrate the product, it's fine.

The biggest takeaway is that Coke is going with real moments, instead of something scripted and crafted within an inch of its life—not a new approach for the brand, but one that does resonate at the holidays, when displays of actual heartfelt love are never a bad idea. 

CREDITS

Client: Coca-Cola

Agency: David

Chief Creative Officer, Founder: Anselmo Ramos

Associate Creative Director, Art Director: Tony Kalathara

Associate Creative Director, Copywriter: Russell Dodson

Art Director: Ricardo Casal

Copywriter: Juan Pena

Global Head of Production: Veronica Beach     

Senior Producer: Marla Ulrich

Managing Director: Paulo Fogaca

Account Supervisors: Juan Nunez, Natalia Rakowitsch

Account Director: Carlos Rangel

Business Affairs Manager: Ann Marie Turbitt

Production Company: Uber Content

Director: Paul Iannacchino

Director of Photography: Sam Levy

Executive Producer: Steve Wi

Producer: Kellie Abraham

Production Manager: Christopher Howard

Casting Agent: Tiffany Persons     

Telecine Place/Date: The Mill

With Whom: Fergus Mccall

Online Place/Date: Jogger

With Whom: Rich Rama

Record Mix Place/Date: Bang

With Whom: Paul Vītoliņš

Editing Company: Cut & Run

Editing Contact: Carr Schilling

Post Producer: Remy Foxx

Editor: Lucas Eskin

Music company: Bang

AFM #: Local 802

Composer, Arranger: Brian D. Jones

Executive Producers: Lyle Greenfield, Brad Stratton