MANILA, PHILIPPINES – Coca-Cola Philippines today launches a new campaign built around a festive TV ad, which brings to life the thought: ‘This Christmas, give something only you can give’, encouraging people to be truly present with one another.
Directed by Oscar-winning filmmaker, Taika Waititi, and created by Wieden+Kennedy London, the film unwraps the magic of Christmas, in a hope-filled tale about a father’s unremitting love for his daughter and his journey to make her Christmas wish come true.
Christmas ad synopsis
The film begins with the father preparing to leave home for work travel. As he is about to leave, his daughter hands him her carefully written letter to Santa, asking him to post it on his way to work. We then see him busy at work, the realization that he has forgotten to post the letter washing over him, and so his mission to ensure its safe delivery begins. He sails across seas, scales sheer cliffs, wades through dense jungles, treks across stark tundras before reaching the North Pole, but will he successfully deliver it into the hands of Santa Claus to make his daughter’s Christmas wish a reality?
Teejae Sonza, Marketing Director of Coca-Cola Philippines said: “2020 has been a difficult year for many of us, and this festive season is bound to be even more meaningful. Coca-Cola has been celebrating the festive season through our advertising since the 1920s featuring messages of unity and uplift. It reflects the real magic of Christmas – our greater appreciation for loved ones, a sense of community and our need to be present this Christmas, above all else.”
The Christmas campaign, which also marks 100 years since Coke created its first festive advertising, recognizes that the real magic of Christmas is connecting with one another and that the greatest gift you can give is yourself. It builds on the brand’s heritage of iconic Christmas campaigns and will again see Santa playing a crucial role in ensuring the festivity.
Ben Shaffery and Tomas Coleman, Creatives at Wieden+Kennedy London, said: “It’s wonderful to work on a global Christmas campaign for a universally known and loved brand. ‘Holidays are coming’ has historically signalled the start of Christmas and we’re very happy to have had the chance to build on Coca-Cola’s long association with the festive season.” The film will be available in a long-form format and shorter :30 spot and will be featured in 91 markets around the world.
#PaskongCocaCola
Alongside the release of the film in the country is a series of initiatives, all teeming with the Pinoy Christmas spirit. This includes the limited edition Coca-Cola Christmas packs; lighting up of communities with the invitation to make their own parols or Christmas lanterns made of upcycled Coca-Cola bottles; sharing the next Christmas anthem for 2020 called Basta’t Kapiling Ka, Masaya ang Pasko” performed by Sarah Geronimo; and making mealtimes with loved ones even more festive for Filipinos—highlighting the importance of togetherness and shining light on the best gift one can give this season – the gift of one’s presence.
Furthermore, Coca-Cola is committed to going beyond by giving repatriated overseas Filipinos the chance to rebuild their lives together with their families back in the country under the OFW Rise Program. They are also helping make holidays brighter for micro retailers and partners by supporting them through livelihood support with the ReSTART program. These initiatives give our kababayans the opportunity to focus on what truly matters this season–the gift of self and time well-spent with those we love. This is what #PaskongCocaCola is all about.
London communications consultancy Blurred is working alongside lead creative agency Wieden+Kennedy London on this campaign.
