Keep on Truckin’.
As the ‘Holidays are Coming’ – there’s a clue – System1 have used their creative effectiveness platform to determine this year’s stand out advertising performers and the “Twelve Rules of Christmas.” As previously this year’s Christmas ad rankings have been ordered by Star-Rating (long-term impact) and Spike-Rating (short-term activation potential).
This year’s theme? Compound creativity and consistency pays. Traditionally brands have felt pressure to come up with something new at Christmas. Very few follow the path that The Coca-Cola Companyhas. The brand was one of the first to realize an ad is for life, not just for Christmas, and they keep reaping the rewards of their investment in the legendary trucks, which I’m proud to have played a small part in.
The latest execution of this 28 year old fluent devise has been refreshed with the help, or ‘real magic’, of AI. A global team of 17 artists, across 3 continents, produced over 18,000+ images, 34 shots, totally almost 85 minutes of content, creating 45 different cut-downs tailored to resonate with multiple audiences across 16 markets. All created in under 3 weeks. A revolutionary production process that merged human creativity with cutting edge technology to deliver unparalleled results.
This new execution, which cleverly strikes just the right evolutionary tone, succeeds not because of AI, but because it’s been built on a strategic foundation that was laid over 28 years ago, which is as relevant today as it was back then. It also continues to trade on the familiar red thread of distinctive brand assets that can be seen throughout:
– The Spencerian Script Logo: created in 1885, by Coca-Cola’s bookkeeper and partner of Dr. John S. Pemberton. Yes, the bookkeeper.
– The Contour Bottle: conceived in 1915, from what is still one of the best packaging briefs ever written – “design a bottle so distinct that you would recognize if by feel in the dark or lying broken on the ground.”
– Santa Claus: as we’ve come to know him, that big, jolly man in the red suit with a white beard was created in 1931, by Haddon Sundblom, working with the D’Arcy Advertising Agency.
– The Dynamic Ribbon: commonly called the “wave” was introduced in 1969.
– The Holidays are Coming sound track: which is instantly recognizable, continues to strike the right emotional chord and has become synonymous with Christmas.
– And of course The Trucks: the first trucks appeared in the original ‘Holidays Are Coming’ ad and were created in 1995, by advertising agency W. B. DONER & COMPANY.
With this arsenal of well established distinctive brand assets there could be no doubt who this new ad is for. And this evolved execution builds on the emotive message of the original story further cementing Coca-Cola’s tight relationship with the global holiday – and all those global sales.
So, if you have a sound and lasting brand strategy, brought to life with compelling and distinctive creative, just keep on truckin’.
And a respectful hat tip to The Coca-Cola Company founding fathers @John Wardley and Ed Klein and the work of Jon Evans and Andrew Tindall at System1.
#Marketing #BrandStrategy #DistinctiveBrandAssets #CreativeConsistency