Coca-Cola’s latest ad titled ‘Pool Boy’ – a hilarious minute-long commercial is doing round on the Internet. The ad showcases an entire modern family having a crush on the ‘Pool Boy’ comes as part of the company’s Taste the Feeling campaign. The video showed a mad race between two siblings in their bid to offer the household pool boy a bottle of Coke and quench his thirst, but in the end Mom always knows better! The siblings were been beaten by their own mother as she not only got to the pool boy before them both, but she also fixed a sandwich for the guy with the beverage.
The commercial has a refreshingly inclusive take on modern family life besides having undertones of pro-equality with a nod to the LGBTQ (Lesbian, Gay, Bisexual, Trans and Queer) community and promote diversity. Elevator is designed to bridge the class divide.
All advertisements under the campaign ‘Taste the Feeling’ are designed to translate globally with simple stories which are based on universal themes and with little to no dialogue. Different versions often are shot for different regions of the world, changing only the casting for North America-Europe, Africa and Asia.
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Though this isn’t the first time that Coke has work on such issue but earlier too the beverage-giant had launched commercial titled ‘America the Beautiful’ featuring a diverse cast of Americans and several languages, which underlined the fact that America’s differences are what makes the country so beautiful.
The simple, celebrity free ad campaigns that companies Coca-cola and even Pepsi are resorting to have a limited impact but this strategy has been forced on them as they have not been able to generate the kind of business that would provide them super success and windfall profits. There was a time, when these companies had employed the top sportsmen and Bollywood heroes to plug their products but that is no longer the case. The simple ad campaigns now depend a lot on trying to identify with the cola-loving public’s profile based on their lifestyle.