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Coca-Cola ‘Share a Coke and a Smile’ TVC | Bobby’s Back for Summer

 

Introduced to viewers in over 85 countries across Africa and Europe in the previous wildly successful ‘Share a Coke’ campaign, this holiday Bobby was back and looking for love in Coca-Cola’s summer campaign by FCB South Africa and director Keith Rose.

 

In the new ad, currently flighting in South Africa, the Border Collie cross journeys through the city with a special delivery. The ad was conceptualised by FCB Joburg after the agency was tasked to leverage the ‘Share a Coke’ execution. Coca-Cola Southern Africa Marketing Director, Sharon Keith, said, “It was never going to be easy to create a new Bobby story that was as appealing, as original and as authentic as ‘Share a Coke’. But, I’m pleased to say we’ve done it. The ad is as eye-catching, as attention-grabbing and as true to the Coca-Cola spirit as the first.”

 

FCB Joburg’s Executive Creative Director Jonathan Deeb explained their thinking behind the new spot, “In researching ‘Share a Coke’s’ success, we noticed that Coke fans who were able to make personalised cans at the various activations around the country, used the opportunity to compose mini sentences on the product. Making the most of this insight, we opted to keep names on the cans as per the original campaign but also introduce phrases that would allow people to create messages. For example, ‘Neo. Hug Me’ or ‘Tumi’ Go Wild’. Given the 128-year-old brand’s target audience of teens and young adults, we also elected to retain the youthful vibe and tone of the previous campaign, but heightened it up a few notches with even more energy and dynamism. I dare South Africans to try and sit still when ‘Share a Coke and a Smile’ comes on the screen!”

 

The commercial was shot over three days in Cape Town.

 

Credits:

 

Sharon Keith – Marketing Director: Coca-Cola Southern Africa
Marius Vorster – Head Of Marketing: Coca-Cola TM
Sandya Leckram – Strategic Marketing Manager: Coca-Cola TM
Donnay Carter – Brand Manager: Coca–Cola TM
Khaya Dlanga – Senior Communications Manager – Content Excellence
Marina Loubser – Marketing Communications Manager: Coca-Cola

Agency – FCB Joburg
Jonathan Deeb – Executive Creative Director
Grant Sithole – Creative Director
Alex Christodoulou – Art Director
Gila Shapiro – Copywriter
Nkgabiseng Motau – Art Director
Mukondeleli Ralushayi – Copywriter
Vanessa Borthwick – Producer
Struan Bourquin – Group Account Director

Production – Velocity Films
Director – Keith Rose
Editor – Ricky Boyd, Deliverance
Searle Street Post Production
Sound Engineer – Dave Harris, Freq’ncy

 

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