Advertising is designed to sell products. A number of commercials leave an impression and a message. These are rare.
Some commercials are subtle in the type of message they leave behind. No one likes to be preached at. The best messages are the one that are wrapped in real life. They touch heart as well as the mind. That’s what good storytelling is all about.
My wife and I visited our oldest son’s family yesterday. They just had their third child, our sixth grandchild. It reminded me of a commercial I saw a few months ago.
Coca Cola produced a commercial that’s one minute in length that as far as I know has not played in the United States. It’s about the struggles and joys of parenthood. It’s a bright spot in a culture than seems to idolize childless marriages and promotes abortion as a sacrament.
The ad was developed by Santo Buenos Aires and director Pucho Mentasti for Coke’s natural Argentine “Life” brand. “Adorned in a green label, the low-calorie Coca Cola Life is a new ‘natural’ and ‘green’ beverage (and feel free to debate how Coke will manage that with a cola product) in a recyclable bottle.” The article goes on to point out:
“The Argentine commercial shows the ups and downs, stains and sleeplessness of it all. . . . [The commercial] gets past all the ooga-ooga-boo-boo cutesy baby talk and right down to some of the uglier parenting realities. Individually, these moments can appear terrible and make you wonder how and why humans have kept on making more humans. You can see it in the Dad’s face.
“‘Having children is not just life’s most important moment, but the ultimate test to connecting with your best side,’ says Santo executive creative director Sebastian Wilhelm. ‘Coke Life is a new kind of Coke. We’re just starting to build this brand, setting up its world, its tone of voice. We were aiming for ‘emotional comedy’ [with this ad]. The kind that makes you smile and weep at the same time.’
“‘After all the screams, stains, and sleeplessness, the spot also artfully illustrates how the cumulative effect of all this chaos is actually, and somewhat inexplicably, love and joy.’”
I wonder what the pro-abortion crowd would say about the commercial if it ran in the United States. These are the people who believe a “Choose Life” license plate is offensive and should not be permitted unless there are so-called “Pro-Choice” plates. A recent three-judge panel agreed. Let’s give the pro-aborts their plates. Instead of “Respect Choice,” they should read “Choose Death.”
Anyway, here’s the video. Turn the sound up and Enjoy: