Second year collaboration project for copywriting unit
Brief no2: write a script for a 15/30 sec spot- coca cola plans to celebrates the anniversary of their company by releasing a one time only "green coca cola". create a spot targeting the die hard fans of coke.
Concept:
Who really is the ultimate Coca Cola fan? There are fanatics with high bravado expressing their devotion visually and verbally and then there are discreet fanatics who devote their lives around the subject of adoration. They are true, dedicated beyond compare and follow a form of pure fanaticism. Coca Cola is reputed as a liberal brand that promotes tolerance and unity. Since the aforesaid fans are often misunderstood and society misinterprets their devotion as breakneck obsession, we decided to lend them a hand and help to claim the appreciation their willpower and devotion deserve. Since the brief requires a ‘die-hard fan’, who else would be this ideal?
The commercial involves a travel savvy mid-aged couple who had seen their share of events and places (almost all of them relating to coke), coming into their house full of Coke keepsakes, handling a new purchase which they seem to be really happy about. Then after a brief peak of it, they take it out and positioned it in a special place in a shrine full of hundreds of Coke bottles dating way back to its inception. That place has been kept empty for years for they knew that someday there will be an actual Green Coke drink. Their collection is finally complete.
Coke is known to make ads that reflect the quality of life, sentimentality and happiness. To follow in their footsteps, an advertisement of this aura was composed. This spot has been comprised of a collection of carefully positioned shots to subtly build up onto a slightly more chaotic ending. The subjective viewpoint was meant to bounce back and forth from the couple to the objects in the room. The shots are static just like the stationary objects around the house and the composition is designed to allow the two human beings to travel through the forest of motionless objects as if they are floating through their lives’ timeline.
Finally the copy for the ad is pretty much saying what it says. Being a fanatic requires patience and devotion and every token or memento from their subject of devotion should make them feel like they deserved it, which gifts them with euphoria rarely experienced by the less ambitious. They waited long enough and they earned it well enough.
Script:
The front door which has a giant open happiness badge opens up as the couple enters.The light seeping through illuminates a few Coca Cola Santa figures as the door opens wide.The mob of little Santa figures is positioned to seem as if they are greeting whoever enters through the door.
The couple walks by the wooden wall full of photos taken during coke events and pictures of them in different countries wearing their coke caps and t shirts ever so proudly. The picture of them at the coca cola collectors club convention in springfield stands right at the center.They then pass the massive red couch which screams coca cola comfort to any guest. This faces the famous classic coke CRT tv. On the left side of the couch a antique coke barrel has been used as a side table. On top a special edition coke lamp has been displayed. Right next to this a special area has been arranged just for the open happiness ceramic polar bear family which seems to depict a scene from one of the commercials. Above the couch hangs a giant coke fan with cut outs of coke bottles for fan blades.The space across from the wooden wall holds a giant photo of the couple alongside a huge coke bottle. his is placed right next to a series of tiny wedding pictures that carries out a “red” theme. Along this a pattern on the wall has been made by hanging 8 coke yoyos in different heights. The wife sees the small replica of the coke truck that had tipped over and corrects it, on the way.
They pass through this smorgasbord of superabundant memorabilia and pauses near the kitchen counter where the famous coca cola “tarzan” trey from the 60s has been displayed.
They unpack the mysterious package they just brought from outside. Once they open the package they received a pulpfiction-esc green glow. They gaze at it and their expressions turn euphoric. They admire it, and then both simultaneously look at this closed door on their side. With the bottle in their hands, they walk towards that door. They both look at each other affectionately and with much hope. So they turn the knob and enter the room, which is dark with only one small area of light. It seems like a small space in a shelf that’s lightened from the inside.
The couple stare at it and then takes the green coke and places it inside. With the two bulbs from the back, the bottle becomes more glowing. Moments later the two fluorescent lights in the room which was unseen earlier starts flickering. As it flickers we get small glimpses of the whole room.Then we see this small aforementioned space was the only vacant one among hundreds of coke bottles collected throughout the ages towering the couple and occupying the whole room. Once the panicking lights settle, the whole room reveals it’s collection of hundreds of different types of coca cola bottles which they have been collecting all their lives.
Copy appears at the end , alongside the coke bottle that spins and turns green :
“ happiness comes to those who wait ”
