Coca-Cola has opted for a fantasy theme and a celebrity for the
first time in its latest TVC for the China market.
In the commercial titled "Time Traveller", Cantopop singer Nicholas Tse
and his two friends are transformed into 1950s swingers in the midst of
a rock-and-roll party, thanks to Coke and a magical poster.
The thematic creative campaign was developed by Leo Burnett and its
management supervisor for the brand for Hong Kong and China, Charles
Edwards, said the creative direction adopted by the agency was a new
one.
"Past campaigns were deep-rooted in reality, but we decided to lift the
entertainment level and take it out of the ordinary.
"The China market is rapidly evolving in terms of advertising literacy,
but its recent advertising was missing the entertainment value
synonymous with a number one brand and this campaign was a question of
demonstrating that leadership," Mr Edwards said.
The commercial was given a magical approach because Coke wanted to send
a message to the youth market to enjoy life to the fullest and associate
that idea with the drink.
"It wasn't so much about travelling back to the 1950s," Mr Edwards
said.
"It was about adding magic to key moments of your life."
Nicholas Tse was chosen because of his youthful, cool image. While the
popstar has something of a 'bad boy' reputation, Mr Edwards said: "He
has a clear idea of his own self-image and where he wants to go as an
artist, which fits the brand image."
