Taika Waititi tells a tale of fatherly devotion in Coca-Cola’s new Christmas ad via W+K London
Oscar-winning Kiwi filmmaker Taika Waititi has directed Coca-Cola’s new campaign and festive TV ad via Wieden+Kennedy London, which brings to life the thought: ‘This Christmas, give something only you can give’, – encouraging people to be truly present with one another.
Launching in December in Great Britain, the advert unwraps the magic of Christmas, in a hope-filled tale about a father’s unremitting love for his daughter and his journey to make her Christmas wish come true.
The film begins with the father preparing to leave home to go to work. As he is about to leave, his daughter hands him a carefully written letter to Santa, asking him to post it on his way. Busy at work, we see his realisation that he has forgotten to post the letter, and so his mission to ensure it is safely delivered to Santa ahead of Christmas begins. He sails across seas, scales sheer cliffs and wades through dense jungles before reaching the North Pole – but will he successfully deliver it into the hands of Santa Claus in time to make his daughter’s Christmas wish a reality?
Says Kris Robbens, marketing director, Coca-Cola Great Britain: “This year, the Christmas season is set to be more meaningful than ever before. As a company, Coca-Cola has been celebrating the festive season through our advertising since the 1920s, featuring uplifting messages of unity and joy. Our new advert reflects the real magic of Christmas – our greater appreciation for loved ones, a sense of community and our need to be present with each other this Christmas, above all else.”
Running alongside Coca-Cola’s iconic and loved Holiday Are Coming advert, the new campaign and TVC marks 100 years since Coca-Cola created its first festive association and builds on the brand’s heritage of iconic Christmas campaigns, that will once again see Santa play a crucial role in the festivity.
Airing in December in Great Britain, ‘The Letter’ will feature in 91 markets around the world.
17 Comments
.. those budgets.
Love the score and the line.
I’m not crying, you’re crying.
I love it but why did they make it look American with the Ford pick up and bonneted prime mover?
https://www.theguardian.com/lifeandstyle/2016/dec/21/coca-cola-didnt-invent-santa-the-10-biggest-christmas-myths-debunked
He didn’t notice he was Santa next to him in the truck? The truck drove back over the sea? The plot holes are amazing (not that I really care). Anyway, more interesting than most xmas stuff.
Just out of interest what has ‘give something only you can give’ got to do with Coke?
No doubt there’s some bullshit over the top strategy in this regard.
Bad, bad, bad, bad, bad
Useless.
Bad.
Haven’t most been locked in their homes this year?
No matter how much money you throw at it, a weak idea will always be a weak idea. Big budget missed opportunity.
Got really excited when I saw Taika in the credits only to be left out in the cold!
WILSOOOOOOOOON!
I liked it. But felt it it familiar to Secret Life of Walter Mitty for 90% of it.
Nice. Unsure how the campaign will retain emotional impact in a 30-second TVC but hey, almost got me crying.
This is great…..Feel good. Fun. Advertising. Anyone who can’t see that should be in a different industry. You know who you are….
Holy moly. That was amazing.
It’s comforting to know that even a legendary agency like W&K is held ransom to the same client bullshit – “Please insert more Coca Cola brand cues in the middle please” – cue gratuitous shot of Coca Cola snow dome.
This ad reminded me that I haven’t visited this website in a couple of years. This comment thread reminded me why.