Coca-Cola is reinforcing its long-standing reputation as Santa’s favorite brand with a global holiday campaign that shows Saint Nick in a new, more social media-savvy light that has fun with these sharing times we live in:
The background:
This Christmas, Coca-Cola invites you to recognize those who make the season possible, enjoying magical moments together. This global campaign launches with a message that inspires people to give thanks to those who make this season special. The social-driven tale stars Scott, a mall elf who overstates his Christmas enthusiasm while trying to impress a girl. The conundrum leads to a chance encounter with Santa and a rideshare driver who work together to save Christmas in this modern twist on a classic tale.
The short film titled “A Magic Thank You”, is directed by Oscar-nominated Theodore Melfi (“Hidden Figures”). Melfi, a self-proclaimed Christmas fanatic, embraced the formidable task of telling a story that reminds us to be thankful and charitable.
The film will be running globally in-cinema and on digital and social platforms and supported by above the line elements including Facebook effects that create interactive video masks as Santa or Coca-Cola’s iconic polar bears. Coca-Cola is one of the first global brands to partner with Facebook to launch branded effects.
Shorter videos riff on the campaign across YouTube and social media:
“Getting the chance to work on this campaign was a joy and a chance to remind myself what makes Christmas so special: sharing kindness, love, and the spirit of good will with everyone we come in contact with. And Coke is the perfect way to express the feeling of Christmas,” Melfi commented.
PJ Pereira, Chief Creative Officer of Pereira & O’Dell, added: “The biggest challenge marketers face in today’s on-demand world is finding stories that will be worth the money they invest and also the time consumers will spend. This story was done with the marketing discipline only Coca-Cola can use and the storytelling sensibility of one of our best filmmakers to make sure it works well for everyone.”
The Coca-Cola brand has a storied history of working with prominent filmmakers at Christmastime, including, in 2013, working with Ridley Scott and John Stevenson to re-introduce the brand’s iconic polar bears.
Throughout the 2017 holiday season, original Coca-Cola, Coca-Cola Zero Sugar and Coca-Cola Light will feature 30 messages of thanks with messages such as “Thank you for creating magic,” “Thank you for wrapping the gifts beautifully,” a more tongue-in-cheek “Thank you for singing out-of-tune carols” and “Thank you for spreading Christmas cheer.”
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