Coca-Cola’s advert for the Olympics celebrates the power of the hug
The agency Open X and Ogilvy have been in charge of the advertising campaign
Coca-Cola’s advert for the Paris Olympics celebrates the power of sport to bring people together.
The Olympic Games are approaching, one of the great events of the year in which brands must shine to show their best advertising campaigns. Little by little, the creatives of the sponsoring brands are being released, such as Visa and now it is Coca-Cola’s turn.
The American multinational has been a sponsor of the games since the Amsterdam Olympic Games in 1928. Since then it has not stopped sponsoring the great sporting event. For this edition, he has prepared a creative that celebrates the magic of human connections that this competition provides.
“It’s Magic When the World Comes Together” is the title of Coca-Cola’s advert for the Paris 2024 Olympic Games. It has been made by the OpenX agency under the tutelage of Ogilvy and the support of EssenceMediaCom, VML and Hogarth.
A piece starring the Olympic swimming champion Tatjana Schoenmaker who, before starting, hugs her rivals Lilly King, Kaylene Corbett and Annie Lazor. This action is a replica of the spontaneous hug they made in the Tokyo 2020 final, when it blew up the 200-meter world record.
Attendees at the event and spectators from around the world are moved by the beautiful gesture and decide to hug each other, creating a wave of affection that is experienced in the streets of Paris and in the rest of the world.
According to Tatjana Schoenmaker: “The Olympic Games have the power to unite athletes because we all find something inspirational or something we can relate to in each athlete’s story, whether it is a story of success or disappointment.”
Coca-Cola’s advert is the beginning of the actions that the brand will carry out during the Olympic games. They have also launched a special can where a hand forms the silhouette of a hug. Thus, he has also collaborated with French artists Laura Normand, Aurelia Durand and Bruno Mangyoku to create new designs.
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