Christmas spots from elsewhere: Coca-Cola has launched its global Christmas campaign ‘The World Needs More Santas’ into the Australian market via WPP’s bespoke agency for Coca-Cola Open X led by Ogilvy and VML. The global festive campaign, which was named Bestads Best TV ad of the week just over two weeks ago, has launched in over 80 markets globally with an ad that celebrates the magic of kindness.
The new Christmas film portrays a city where hundreds of Santas walk the streets. Over the course of the film, viewers see different types of Santas helping and supporting others. The final scenes reveal that what we’ve been witnessing was in fact people’s ‘inner Santa’ as they performed acts of generosity and goodwill, closing with the line: ‘The World Needs More Santas’.
Coca-Cola has had a longstanding affiliation with the image of Santa Claus following initial use in Christmas adverts in the 1920’s. In 1931, Coca-Cola commissioned Haddon Sundblom, a Michigan-born illustrator, to create images of Santa that were worked into the brand holiday campaign.
In addition to a large ATL campaign across TV, cinema, OOH, social and digital channels. Coca-Cola is also partnering with Australian based influencers to help share the festive spirit with a ‘12 Acts of Kindness’ campaign. Influencers will encourage their followers to bring out their inner Santa and participate in their own acts of kindness.
Says Kate Miller, marketing director for Coca-Cola South Pacific: ‘This year’s campaign “The World Needs More Santas” is a celebration of the magic of Christmas. Small acts of kindness can make a big difference and that’s what Santa, and Coca-Cola, are all about. We’re encouraging everyone to bring out their inner Santa this holiday season.”
‘The World Needs More Santas’ was directed by Pontus Lowenhielm through Pulse Films.
Agencies: WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.
Director – Pontus Lowenhielm, as part of the directing collective Traktor.
Production Company UK – Stink Films
MD/EP – John Chad
Line Producer – Lucy Gossage
Production Company Bulgaria – Icon Films
EP – Millen Nickolov
Editorial – Final Cut, London
Editor – Rick Russell
EP – Michelle Corney
Offline Producer – Nikki Porter
Postproduction – VFX, Grading, Finishing – FrameStore, London
Creative Director/VFX Supervisor – Kamen Markov
Post Producer – Alexia Paterson
WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.