After “Bubbling Up”, which established a simile between the bubbles of a soft drink when you open it and the excitement of fans before the World Cup, Coca-Cola has launched “Uncanned Emotions”, the second installment of “Feel it all”, its global campaign for the great sporting event.
On this occasion, the campaign has been developed by WPP OpenX, under the leadership of Ogilvy and with the support of WPP Production and WPP Media. The ad continues to explore the global fans’ passion for football by portraying the wide range of emotions they experience during a match.
To do this, the brand turns its cans and bottles into a ball through the electrifying narration of Peter Drury, currently a commentator for Sky Sports in the United Kingdom and NBC Sports in the United States for the Premier League. Thus, the piece portrays the nerves before a play, the disappointment after a lost ball, or the outpouring of happiness when a goal is scored; all this through Coca-Cola’s main visual assets.
The advertisement has a Spanish version, hosted by Luis Omar Tapia, a Chilean commentator currently a voice on Telemundo Deportes.
“Uncanned emotions” continues Coca-Cola’s immersive and emotional approach to the competition, with which it seeks to connect emotionally with football fans, but also transcend the sporting field to turn the World Cup into a social and cultural event in which its drink plays a leading role in the enjoyment of shared moments.
The new ad comes just three months after “Bubbling Up,” in which it portrayed the way soccer fans are already unleashing their enthusiasm for the sport in different parts of the world, whether by revisiting iconic moments from the tournament over the years or naming their children after players, like Lamine Yamal.
The company’s goal is to capitalize on the emotions of what it considers “one of the biggest shows on the planet“, commented Arnab Roy, President of Global Category at Coca-Cola, in a statement. “From the bustling streets of Rio to the fan parks in Berlin, every feeling is shared and every emotion matters: joy, disappointment, anger, relief, pride and even tears all have a place. Every game is a rollercoaster of emotions“, he expressed. “‘Uncanned emotions’ embodies this spirit and shows how Coca-Cola naturally integrates and enhances those collective human feelings that only football’s biggest stage can offer.”.
The campaign is also aimed at underlining Coca-Cola’s deep connection with football, highlighting that the company is FIFA’s longest-standing partner, since the collaboration has spanned five decades. This legitimizes the multinational’s discourse around its role as an ideal companion for fans to experience the drama, joy and passion of the biggest football event.
The Coca-Cola campaign has yet to release a third and final installment, which will be titled “No Better Feeling” and will be released at the beginning of the tournament, illustrating Coca-Cola’s role in each emotional up and down of the competition.
In addition, the ads are complemented with different experiences and activations. Among them, the Trophy Tour by Coca-Cola, a traveling exhibition that will allow fans to enjoy a unique and up-close view of football’s highest award. The brand also expands its collaboration with Panini to launch an exclusive collection of trading cards.
