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HONG KONG – December 16, 2013 – The countdown continues! The most famous trophy in sport arrives in Myanmar on December 25 and Coca-Cola’s new TV commercial by TODAY Ogilvy & Mather Myanmar started to air last week in Myanmar – the first advertising campaign to reflect Myanmar’s evolving journey to the present day’s universal themes of hope and opportunity.
The campaign ‘Road to Hope’ features a group of teenagers making the arduous journey from their rural village to Yangon, Myanmar’s commercial city, in time to catch a glimpse of the FIFA World Cup™ Trophy, TODAY Ogilvy & Mather Myanmar said in a press release. The voyage is inspired by the glory days of Myanmar football: the nation was regionally dominant during the 1960s and early 70s, and the sport continues to enjoy immense popularity.
Myanmar’s sporting re-emergence is gaining momentum. Four members of the ‘golden era’ team will serve as torch bearers for Myanmar’s squad at the forthcoming Southeast Asian Games which will be held in various Myanmar states this December. The FIFA World Cup™ Trophy Tour by Coca-Cola reaches Yangon’s Thuwanna Outdoor Stadium on 25 December 2013 to inspire the next generation of footballing heroes.
Rommel Fuentebella, Coca-Cola Marketing Director for Myanmar said, “This new campaign shares Coca-Cola’s commitment to provide uplifting refreshment to Myanmar consumers as they embrace the opportunities that come with Myanmar being part of the global stage. Having the FIFA World Cup™ Trophy Tour by Coca-Cola in Myanmar for the very first time brings together an extraordinary convergence of the universal spirit of the world’s game, embodied by the FIFA World Cup™ Trophy, Coca-Cola’s long association with sport and Myanmar fans incredible passion for Football.
U MoeThe`, Managing Director for TODAY Ogilvy & Mather Myanmar, explained the creative inspiration behind the new campaign, “Coca-Cola’s new campaign reflects Myanmar’s transformation in the past three years from international outsider to global inspiration. The film captures the spirit of individual aspiration and excitement as a symbol of the wider hope that Myanmar is bringing to the world."
“It is, of course, a privilege to be involved in Myanmar’s creative renaissance, but what made this project extra special was the challenge and exhilaration of making such a large-scale production. Working with first-time actors, coordinating jubilant crowds in Yangon, and watching the excitement of villagers tasting a Coca-Cola for the first time in their lives – these were all experiences that went well beyond the day job,” he added.
