Like former New York mayor Michael Bloomberg, I’m no fan of sugary drinks. This is why I find myself so conflicted over this delightful new ad campaign for Coca-Cola, produced by Ogilvy in Paris. There’s no product, branding, or logo anywhere in the shot, except for the negative space between a pair of mismatched hands coming together to form the Coke bottle. It’s a subtle reminder of the most iconic piece of contoured glass of the past century — which is fitting since the campaign is designed to celebrate the centenary of the original 1915 Coca-Cola bottle. I just wish this kind of clever advertising could be put to use when promoting carrots instead of caffeine.
I hate that I love this Coke commercial
The best Coca-Cola ad has no Coke in it at all
The best Coca-Cola ad has no Coke in it at all
Side note about Ogilvy: the Parisian ad agency is also responsible for one of Neil deGrasse Tyson’s favorite commercials, featuring a daring mission to stop the Sun from melting the Earth with the help of Perrier bottled water.
Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.
