The Joy & Horror Of Early Parenting In 60 Seconds

The brilliant ad for Coca Cola Life that celebrates the agony and ecstasy of early parenting, this is possibly the most relevant 30 seconds on the subject ever shot.

This exceptional ad from Santo Buenos Aires and director Pucho Mentasti for Coke’s natural Argentine concoction cuts through the fuzzy fuzzy baby stuff and gets to the heart of it.  The spot opens with a young couple discovering they’re expecting, then captures the sleeplessness, stains, shenanigans — and indescribable love and affection — that soon follow. In the closing scene, mom reappears, mouth agape, with news that baby No. 2 is on the way. A faithful remake of the Bee Gees’ “To Love Somebody” appropriately serves as the soundtrack

“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.”

Advertising at its best.


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