Less than a minute video ad of Coke Argentina shows a couple’s life from the ‘positive pregnancy test’ to ‘next one’ and all in between by Santo Buenos Aires for Coke Life.
Not a new concept for advertising, but it’s done in a beautiful way. No grating screaming kid noises or parents dismissing children as a nuisance—just a lovely, honest look at parenthood to the tune of the Bee Gees’ “To Love Somebody.” It ends with a “Surprise! We’re doing it all again!”
Many believe that the ad describing 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.
“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.”