The Coca-Cola global Christmas campaign has been known to mark the start of people’s Christmas festivities around the world, and this year’s spot created by McCann Madrid will be no different. The new global campaign, running in over 100 countries, is an ode to the community, bringing together people of all ages, beliefs and walks of life to ‘evoke the magic of Christmas’ and celebrate the holiday season.
The campaign is centered on the idea that when people are united in the spirit of the Christmas season, something magical can happen. The television advertising features a giant Santa Claus marionette puppet maneuvered by joyous townspeople who travel around their town spreading happiness.
The ad opens on Santa packing a box and delivering it to a residential street with a sign saying ‘for those who don’t believe’. Cut to a lone girl staring out of her window. She notices the box and goes down to discover a giant box with a huge Santa inside. Others from the building come down to see what the commotion is, and are drawn to this intriguing Christmas figure. This larger-than-life, 8-meter tall marionette Santa takes to his feet and members of the community and neighbourhood help to bring it to life, awakening the senses of all the town folk as he walks by and bringing the community closer together with the Christmas spirit.
The ad aligns with the brief – that the power of the collective emerges when people get together during Christmas season, that this ability to bond is almost in a way – a Christmas miracle. Coca-Cola wanted to get across this unique feeling that keeps people moving forward.
The giant puppet was created by Martin Pec, a sculpture and model maker from Prague, and stood at over 8 meters tall.
Leandro Raposo, Executive Creative Director at McCann Madrid, says of the new campaign: “In a year like this one, we wanted to highlight the elements of Christmas that are even more magical and relevant than the traditional ones.” Raposo continues on about the use of the puppet, “We used the device of the puppet, as it has been a storytelling device for generations. This puppet specifically, the one Santa sends to the human race, can only come to life when everyone gathers around it to make it work. We felt it was a beautiful metaphor for Christmas of this time and age.”
Michael Willeke, Director of Marketing Communications. EU at The Coca-Cola Company says: "This year’s global Coca-Cola Christmas campaign was again developed in Germany with our international agency support and should inspire all people to evoke the magic of Christmas together. Besides a new TV spot with our new Christmas Song “Something in the air” we focus within this campaign on digital and social media tools.”
Agency: McCann Madrid
Creative Directors: Leandro Raposo, Mónica Moro, Pablo Colonnese, Raquel Martínez
Art Director: Ricardo Rovira
Copywriter: Mikel Echeverría
Account Director: Lucía Guinea
Client lead: Michael Willeke
Director: Marcus Svanberg and Linus Johanson
Production Company: Good Morning
Editor: David López
Post Production: Imasblue
Sound Design: Music Dealers, LLC