For International Workers' Day Friday, Coca-Cola released the above video, 'For the Human Race', which the brand says pays tribute to positivity, togetherness and the human spirit.
“We thank and salute those who continue to keep us all safe through the crisis, particularly those people on the front lines,” Pratik Thakar, integrated marketing communication director for Southeast Asia, said in a release. “Every day, we are inspired and uplifted by countless acts of selflessness, kindness and courage from people around the world. Through this short global film, we wanted to recognize and pay tribute to positivity, togetherness and the generosity of the human spirit.”
The overtly optimistic video, which pops along to a peppy and positive soundtrack ("Superheroes" by The Script) ends with a tagline thanking front-line workers for "filling the glass with kindness and hope".
It's an uplifting couple of minutes, to be sure. And judging by the comments, people are welcoming the positive message.
Yet Ad Nut has mixed feelings. The devastating death tally from the virus is still growing, and in many places the worst still lies ahead. The economic knock-on effects will bring additional suffering to millions for a long time to come. So while Ad Nut can't fault Coke's desire to put some positivity out into the world, Ad Nut also has to wonder if the video is perhaps as tad too optimistic for the moment. Also, it doesn't exactly stand out from many similar brand efforts we've seen.
Then again, the tagline deliberately invokes the old "is the glass half empty or half full" trope, and Ad Nut has been accused of having a half-empty kind of mindset before. So what do you think? Hit the feedback link or Tweet @CampaignAsia to let us know.
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