Tuesday, December 17, 2013

Brand Persona as Constant Friend

Through the moments of everyday life one brand stands out.

video

When it comes to soft drinks, Coca-Cola could be said to be always there for us.

The Coca-Cola brand persona is that of a beloved friend, one who supports and comforts and encourages, helping us to find the enjoyment in any moment...the pause that refreshes.

My students recognize this genre of creativity as Eighmey's Law: Number Seven - "When in doubt, rock it out."  In this commercial, Barry Gibb's 1967 song "To Love Somebody" begins as a typical love song between a couple but the scenario quickly moves to portray the adventures of parenthood. It is this unexpected direction that makes this commercial great.

Be sure you notice what the woman holds in her hands at the beginning of the commercial, and again near the end. Dare I say genius?

   Copyright © 2013 by John Eighmey. All Rights Reserved.

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