Coca-Cola has nurtured a long history of selling soda-pop with endearing imagery, such as housepet-cute polar bears. In this new spot from McCann Delhi, Coke takes a slightly different tact: By making you thirsty via a bunch of “feel-good” statistics. And…oh, okay, okay: The spot also features an adorable chorus of children. But let’s focus on those stats!
“Based on data available in public domain over the last 10 years,” the commercial, “Reasons to Believe,” counters every fact that might empower a Debbie-Downer with a much more powerful counter-fact that will absolutely convince you not to jump in front of an oncoming ’6′ train today.
Example: “For [each] tank built in the world…1,310,000 stuffed toys are made.”
So how does the spot circle back to Coke? “While some fight over petty issues…Millions share a Coca-Cola everyday.”
We feel that last entry’s kind of lame, though. How many fight over petty issues? And what’s a petty issue anyway? Also: How many people actually do share a Coke everyday? Surely the marketing department has a more exact number. We say, if you’re going the numbers route, really go for it. But then, we have to say, we’re also a little disappointed by the small print displayed at the end of the commercial: “Assumptions have been made while drawing inferences. Numbers used for illustration only.”
Google could have done a spot like this with much more authority.