Chaque année, Coca-Cola nous propose de replonger en enfance avec des films exclusifs à l’approche des fêtes de fin d’année. Pour 2020, la marque célèbre sa 100ème campagne publicitaire de Noël. Pour l’occasion, la boisson a fait appel au réalisateur néo-zélandais oscarisé Taika Waititi, connu pour avoir réalisé entre autres Thor: Ragnarok et Thor: Love and Thunder.
Retour sur les campagnes les plus marquantes de la boisson la plus populaire dans le monde.
2020 : « La Lettre », de l’émotion pour le 100ème anniversaire des pubs de Noël
Malgré une année marquée par une crise sanitaire sans précédent, Coca-Cola a tenu à être présent à travers une publicité pleine d’émotion. Sortez les mouchoirs.
À travers ce film publicitaire, la marque souhaite pousser le téléspectateur à se questionner sur ce qui est réellement important pour lui et ses proches, particulièrement en cette période marquée par de nombreux bouleversements.
Ici pas de dialogue, pas de paroles, juste des images cinématographiques. Pas non plus de Père Noël cliché à la longue barbe blanche, nous suivons ici l’aventure d’un père qui cherche à poster la lettre de sa fille écrite au Père Noël en allant lui remettre directement jusqu’au Pôle Nord.
« Le plus beau des cadeaux. », la signature de Coca-Cola est simple : Être présent, pour ses proches, pour ceux que l’on aime. Que ce soit physiquement, virtuellement ou par la pensée, le plus beau des cadeaux, c’est d’être là.
La marque dévoilera aux Français sa publicité le 21 novembre prochain sur petit écran et diffusera sa publicité dans plus de 90 pays à travers le monde.
2010 : Shake Up Christmas, un hymne à la convivialité
Vous vous souvenez sans doute de cette publicité qui aura marqué la jeunesse de beaucoup de gens (du moins la mienne). Dans cette pub, on retrouve notre joyeux Père Noël rouge buvant un bon Coca-Cola et jouant avec sa boule, ce qui va provoquer des secousses dans toute la ville… Pas de panique, cela va justement permettre aux gens de se retrouver et créer des liens, le tout dans un parfait esprit de Noël : un chien retrouve sa famille, un employé de magasin rentre chez lui plus tôt, une idylle commence entre deux jeunes sur un banc…
À noter que la marque s’était associée avec le groupe Train et sa chanson « Shake Up Christmas », groupe qui à l’époque avait connu un carton mondial avec son titre « Hey Soul Sister » sorti en 2009… Je sais, le temps passe vite. Ça vous met un coup de vieux à vous aussi ?
2016 : Taste The Feeling, ou Savoure l’Instant en France
On revient 4 ans en arrière pour cette publicité de Noël qui accompagne une nouvelle ère pour le Groupe Coca-Cola. La nouvelle signature de la marque, « Taste The Feeling » était lancée dans le monde entier, avec au total 206 pays investis par dix spots. Simple, mais efficace.
1995 : Le mythe du camion Coca-Cola est lancé
Iconique, symbolique, magique… Les adjectifs ne manquent pas lorsque l’on parle du célèbre « truck » aux couleurs de Coca-Cola. C’est en 1995 que l’histoire de ce camion rutilant apportant du bonheur partout où il passe est créé dans une publicité devenue mythique, « Holidays are Coming ». Sa chanson a également contribué au succès de cette publicité et elle a résonné dans les têtes de beaucoup de monde. Vous avez d’ailleurs sûrement vu le clin d’oeil à ce camion dans la nouvelle publicité de 2020.
Le spot et le titre qui l’accompagnait ont d’ailleurs été modernisé en 2019. Coca-Cola a pour cela travaillé avec The Kingdom Choir (les rois londoniens du gospel), et la chanteuse française Camélia Jordana qui figure sur le titre. Découvrez la remasterisation du mythique spot :
À noter que chaque année, le camion traverse de nombreux pays pendant la période des fêtes et distribue boissons et cadeaux ! Malheureusement cette année le voyage du célèbre camion n’aura pas lieu en raison de la pandémie de coronavirus.
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