It may seem strange that Coke needs to make a Christmas ad. After all, it already boasts one of the most effective holiday ads ever, its 1996 classic “Holidays Are Coming” with the Coca-Cola trucks, which in the UK this year again outscored every single new 2020 Christmas commercial.
But the biggest retail period of the year makes maintaining share of voice crucial, so as well as the trucks Coke also make an original ad each Christmas. These don’t usually perform as well – but this year they struck gold, with a blockbuster ad made by top Hollywood director Taika Waititi. The ad is animated – a good way of avoiding the need for pandemic filming – and follows a man’s journey to deliver his daughter’s letter to Santa. The reveal of her Christmas wish gives the commercial a lovely peak to end on and ensures the audience go away happy. The almost wordless ad also works across the brand’s global markets – it’s the only ad this year on both the US and UK lists.Back To All
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