Coke is out with a new spin on their old warm, fuzzy theme of
“Have a Coke and a Smile” “I’d like to teach the world to sing” um…“Can’t we just all get along?”
The You Tube ad shows people in totally unscripted, real acts of human kindness and quirkiness, caught on security cameras from around the world.
I’m pretty sure none of these were fabricated just for the ad campaign.
I’m VERY sure it’s no coincidence this ad campaign is airing during the hot debate over New York City’s proposed ban on the sale of sugary drinks in sizes 16 ounces or larger.
I’m quite sure that they are playing with the subtext of illegal behavior/crimes/outlaws, all the things you would normally expect to be caught on security cameras, in order to provide a counterpoint to the looming illegality of super-sized, sugar- and caffeine-filled drinks. You know, their livelihood.
The You Tube ads catch people on camera doing good things, funny things, things that in our cynical world it’s hard to believe that people all over the world do: steal kisses, hug old friends, save kittens (or something) from getting hit by cars. It plays with the idea that many people are bad, or can’t be trusted, and turns it on its head. Acts that start out looking violent or suspicious turn out to be loving and generous.
In other words, I’m absolutely sure they would like us to think that while their product may appear to be implicated in the obesity epidemic, it’s really just a feel-good product that we should all trust and love. No need to set a limit on how much sugar, caffeine, and phosphoric acid they can pour down our throats.
“Trust us. We just want to bring you a smile. Look at us differently. Not straight on. Please! Don’t see us for what we are.”
And if you want to see just how much sugar is in that Coke, check this out: http://www.sugarstacks.com/beverages.htm