Building up for one of the world’s biggest events, Coca-Cola releases the music video … The World Is Ours”. The video appears to be a collection of user-generated content perhaps curated from Instagram and the piece is one of the most subliminal marketing pieces that I’ve ever seen.
The song was, performed by singer David Correy and the Brazilian percussion troupe Monobloco. It was written by song-writing team Rock Mafia (Miley Cyrus, Selena ) and produced by Brazilian-born Mario Caldato Jr., who has worked with the Beastie Boys, Jack Johnson, and Brazilian artists including Seu Jorge and Bebel Gilberto.
I’m not sure that this can be simply construed as an ad. It’s much more than that. It’s a great piece of content. It’s liquid. It is shareable and it’s a standard setting piece of creative. While other brands and agencies rely on the extremely tired price and item push, Coke creates a piece for a global audience that touches their emotion through music.
“We always try to bring to light our campaign ideas through music and in 2014 we’re talking about the World Cup and bringing the world together. That is what the song was meant to do from a lyrical perspective.
From a music perspective, we wanted the music to stay very authentic to Brazil, but in an original way that would resonate with an audience internationally…we’re taking that rhythm of Brazil and pairing it with just a great mainstream song.”
– Joe Belliotti, Director of Global Entertainment Marketing at Coca-Cola
Correy agrred and said that he immediately identified with “The World is Ours.”
“You can just hear the emotion pouring out of my vocals. Young kids need something to believe in. that’s what makes us feel like we’re a part of something. That’s what this meant for me. I’ve never felt so proud to be a part of something. It represents me so well.”
This is the type of ad that irks the typical “Mad Men“. They just don’t get it. For example the video was posted on AdAge’s website. The hub of the advertising world as it seems to be. On their post was a comment from a member of the old guard. Here’s the comment in its entirety:
“Every ten years or so Coke does a piece of good …not…great advertising. this is NOT one of those times. Kids on a mountain top, Mean Joe Greene, maybe the polar bears if you’re into that… that’s all anyone can take away after 50 years of humongous ad budgets. One of the world’s worst advertisers. I guess there is real power in a ubiquitous brand name.”
Yes my friend there is indeed great power in being ubiquitous. maybe that will sink in and begin to resonate with more marketers. You see, that’s EXACTLY the point of the entire ad!
Social media affords all of us with the opportunity to be ubiquitous! Kudos to Coca-Cola for creating a piece of content that the world will respond to.
