The ambiguity of a play, the uncertainty of the referee’s decision and the fear that that goal will not go up on the scoreboard. Those are the new emotions that Coca-Cola captures in “No Better Feeling,” the third and final installment of “Feel it all,” its global campaign for the World Cup, which will take place between June 11 and July 19 in Mexico, the United States and Canada.
Released just over a week before the tournament begins, the advert once again pays tribute to the passion of fans around the world for football. The brand defines it in a statement as “a visceral, joyful and deeply human representation of what it feels like to live every moment of the largest sporting event in the world”.
The piece presents the roller coaster of emotions that every fan experiences in every match, but focuses on one of the most tense aspects of modern football, the VAR review. Thus, it shows fans in different parts of the planet carefully watching what is supposed to be the final match of the competition and trying to assimilate the hard blow of a possible defeat. However, the referee and the technological system intervene to review the play, later unleashing the relief and joy of seeing the team triumph. Coca-Cola accompanies fans throughout the entire process.
On this occasion, the spot features the presence of coach José Mourinho and singer J Balvin, who, together with Amber Mark, Steve Vai and Travis Barker, has contributed to shaping “Jump”, the brand’s anthem for the sporting event. In addition, Coca-Cola once again uses the voices of the emblematic commentators Peter Drury, for the English version, and Luis Omar Tapia, for the Spanish version.
“This work captures the emotional rollercoaster that makes this sport different from anything else in the world. The suspense, the disappointment and the joy, sometimes all happening in a matter of seconds“, commented Manuel Arroyo, Executive Vice President and Global Director of Marketing at The Coca-Cola Company, through LinkedIn. “Bring together global icons and fans to show that, wherever you are from, football connects us through a shared passion”.
Coca-Cola’s journey to the World Cup
“No Better Feeling” is the culmination of the emotional journey proposed by Coca-Cola in its global advertising campaign for the World Cup, an event in which it acts as a sponsor within the framework of a relationship with FIFA that dates back to 1974. The entire strategy has been worked on together with WPP OpenX, under the leadership of Ogilvy and with the support of WPP Production and WPP Media.
The first installment of the narrative was “Bubbling up”, released in January, and in which it portrayed the way in which football fans were already giving free rein to their enthusiasm for the sport in different parts of the world.
The second chapter was released in April under the title “Uncanned emotions”, What it converted turns the cans, bottles and main visual assets of Coca-Cola into a ball and the protagonists of the electrifying narration of a soccer match.
The ads have been complemented with different experiences and activations. Among them, the Trophy Tour by Coca-Cola, a traveling exhibition that has allowed fans to enjoy a unique and up-close view of football’s highest award; or a collaboration with Panini to launch an exclusive collection of trading cards.
