The dark side of Coca Cola: a new era of openness
This is the new spot for coca cola directed by purchase brothers. Is it me , or this is the first time coke goes off the line and touches its dark side? We all have many faces, why not brands? this side will find each audience since brands now can be multilayered, both in channel choice and execution, personal, dark, even experimental. I thing this is a new era of openess for coca cola alligned with the transmedia storytelling philoshophy which from now on, it’s official. I ‘ve waited for so long for coke. From a creative and strategic point of view is the first time Coke opens up to the outside world in that the ad exists in an open environment. Not a video game story, not a fairytail ,not a boy-girl situation, safe wraped in an ad script, but featuring real life conditions, like news coverage and real people wondering what are these giant cans doing in the sky?bold decision. Am i gonna drink more coke after this? No but i’m gonna be more in touch and tuned-in with the brand.
