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Check out this Coca-Cola spec creative!
Coca-Cola We open on what appears to be the red planet (Mars). We see an astronaut in a spacesuit walking in a white crater. As the camera moves in, we see the oxygen tanks the astronaut is wearing are actually filled with a fizzy liquid. The mouthpiece in his helmet is actually a straw. The camera reveals that the guy inside the astronaut suit is drinking the fizzy liquid, via the mouthpiece, as he explores the red planet. The camera pulls away revealing that the red planet is actually a can of Coca-Cola in deep space. The astronaut has been ‘exploring’ and walking on the Coca-Cola can. The white crater the astronaut has been exploring is the white swirl on the Coca-Cola can. Title card: The Original Red Planet. Logo: Coca-Cola VO/Tag: “Red Means Go.” Tell us what you think. —Posted by Catharine P. Taylor |
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October 27, 2005 | Permalink |
Comments
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Yawn.
Posted by: Brian Hagen | Oct 27, 2005 11:47:56 AM
I think back on some of the spec I used to gain entry into the business, and I'm thankful the internet was still off in the future, awaiting my arrival. Otherwise, there would be a cache of my feeble attempts to make interesting ads.
Posted by: David Burn | Oct 27, 2005 12:46:41 PM
It's no Mr. Mucus.
Posted by: Satan | Oct 27, 2005 1:18:03 PM
Coke is like oxygen for explorers? Coke is out there--a world unto itself? Sounds good. But, somehow the execution just seems like more advertising. A brand this big needs something really different. I don’t know what it is, but I don’t think this is it. Still, good try.
Posted by: Greg | Oct 27, 2005 1:33:38 PM
That's one small step for an ad, and one giant leap for --- aw, just give the guy the job, willya?
Posted by: Homer Bedloe | Oct 27, 2005 3:01:25 PM
red means no.
Posted by: advertisingwithoutpity | Oct 27, 2005 3:59:21 PM
Upon 1st glancing at the ad I honestly thought, with the colors, it was another rip off of the Lugz/Apple conflict going on now.
The "red means go" I don't think works b/c it's kind of an orangish....
how about showing a stoplight/stop sign or something & doing something w/ that & "Red means Go"?
Posted by: Katy | Oct 27, 2005 5:20:28 PM
This is a spec ad? Or a script from a student's book?
And what does "we hear this piece of Coca-Cola spec creative has been making the rounds in the ad community" mean? Why would anyone in the ad community be sending around this mediocre script?
Furthermore, what media is he sending it to? And why would any media care?
I'm calling B.S. on this one. Sounds like you're trying to get one of your interns a job.
Posted by: sixtoe | Oct 27, 2005 7:11:09 PM
If this is making adfreak, then maybe my copywriting skills will land me work after all...
I dont think its good at all.
Posted by: Rob Mortimer | Oct 27, 2005 8:17:48 PM
This idea is not very good. In fact, it’s more of an execution. Where’s the concept? What does ‘The Original Red Planet’ have to do with Coke? And what does ‘Red means go’. A Coke can posing, as a planet, is silly. Particularly with an astronaut walking on the can’s white swirl. Seen this idea done before. Reminds of the current Wall Mart campaign.
Posted by: Jonathan Hughes | Oct 27, 2005 9:02:39 PM
I think the Coke stuff Berlin did was much smarter for the Coke Brand. Reality TV is huge and Berlin tapped into that. They just showed teenagers being teenagers. The followed them around as they got jobs, started bands. That’s a concept. That’s a big idea. Where’s the idea in Planet Red? What does the original red planet have to do with coke? What’s original about this? Please somebody tell me. Am I missing something?
Posted by: susan | Oct 27, 2005 9:31:58 PM
I wanted to like it because I really enjoyed the movie “Red Planet” but wanting to like something and liking something are two different things. This spot falls flat (no pun intended). It doesn’t make me want to buy Coke. No wonder he’s schlepping the idea around. Desperate.
Posted by: looksgood | Oct 27, 2005 9:40:58 PM
Seriously, has ANYONE reading this blog received this "virally" as the article asserts? As in "this Coke script is so good I just had to pass it along to you" virally?
Posted by: sixtoe | Oct 27, 2005 9:54:32 PM
I think he should change the tagline to: The Unoriginal Idea
Posted by: adkritic | Oct 27, 2005 9:58:50 PM
The idea doesn’t matter. It’s unethical to ‘shop’ an idea, regardless of the idea’s merit, via the Internet. Such behavior creates confusion in the marketplace and further erodes the agency – client relationship. Even if a client were to be lured into such an offer, it more than likely would result in a myriad of miscommunications. This is a recipe for disaster. Let’s hope nobody opens this can of Coke.
Posted by: oldhand | Oct 27, 2005 10:53:10 PM
This is a Pepsi script.
Posted by: bbodyn | Oct 27, 2005 11:11:56 PM
Cosmonauts wouldn’t drink Coke in space. Seems more like a Tang idea. They probably have footage from the space launch, too.
Posted by: sixfinger | Oct 27, 2005 11:43:00 PM
Gagman
A. Great idea
B. I’m jealous
C. Can you say, ‘Cannes’
D. None of the above
Answer: D
Posted by: tenglish | Oct 27, 2005 11:47:08 PM
Wow. Has anybody liked this idea?
Posted by: susan | Oct 27, 2005 11:48:32 PM
"Has anybody like this idea?"
A. No
B. No
C. No
D. All of the above
Posted by: tenglish | Oct 27, 2005 11:49:25 PM
I read the script twice. I still don’t get it.
Posted by: NewSchool | Oct 28, 2005 1:23:22 AM
Er, um, I think I shoulda hadda V-8
Posted by: quoter | Oct 28, 2005 2:19:52 AM
I came all the way here to read this? What gives?
Posted by: yikes! | Oct 28, 2005 4:33:44 AM
Nice try but it’s a whiff. There’s nothing ‘Real’ about this idea and the Coke I know is all about Real. I liked the Coke spot with the singing teenagers. It reminded me of an old Coke spot with singing teenagers. I recycle aluminum cans, glass bottles, and plastic bottles. It makes sense that a responsible company like Coca-Cola, which encourages recycling, would recycle successful ad campaigns. If it ain’t broke, don’t fix it. (Just recycle it.)
Posted by: junior | Oct 28, 2005 11:42:09 AM
I think the most damning thing about this is that it in no way put across Coca Cola to me.
It doesnt represent the Coca Cola brand I know, it doesnt say anything to me that would improve my perception of the brand either.
Its a non-entity ad. Maybe for another brand it could work a bit, but this just doesnt work for me on any level, and especially not for this brand.
Posted by: Rob Mortimer | Oct 28, 2005 12:12:32 PM
Again, I'm calling B.S. on this whole story, and I would ask adfreak to:
1) Back up the claim that this script has been "making the rounds" in the ad community. Among who? Who's been sending it, and who's received it?
2) Explain how this guy "as of this week" has been "sending it to the media." What media?
Something here ain't right. As a creative director, I get bad spec work every day. I'm not e-mailing it around to the ad community, nor would it warrant a story if someone sent around bad unsolicited work to "the media."
Posted by: sixtoe | Oct 28, 2005 1:34:23 PM
slot me in with the 'shill job for an ad pal' contingent.
so poetic to see adfreak show as much contempt for its audience as the larger ad world has for its own. anyone else notice the echo in this chamber?
Posted by: map | Oct 28, 2005 1:46:27 PM
We've done work for Mr.Pibb & Mellow Yellow. we know how hard it is to sell in great work. While this is a spec spot, it's much better than any coke spot running now. No? The only memorable spot wat the one done by Mother in London. I do believe the work Berlin Cameron Red Cell was doing with the real story footage was nice, but it was derivative. It was borrowed from the crappy movie "Rules of Attraction". I think everyone is being much too harsh on the creative. it's just one spot. I think "RED MEANS GO" is powerful. it's the juxtoposition of the brand color around a phrase that usually means a negative. Positions Coke as forward moving. "RED PLANET" isn't bad either. Positions Coke as being ubiquitous & everywhere but not in a bad way like Nike or McDonalds. it feels edgier than "The real thing" while being contemporary. Open your eyes, quit being so cynical.
Posted by: Martin Agency | Oct 28, 2005 2:53:23 PM
But "Red Means Go" isnt very good.
The pun is reasonable, but the word 'means' just doesnt feel right.
Its not edgy either. It doesnt match the brand OR where the brand is moving. Its taking the global power of coke and mixing it with an ad fit for a smaller brand.
I doubt this ad was ever produced in line with a brief. And if it was... then im not sure what on earth Coca cola are trying to do to their brand.
Though that said, pretty much all Coke advertising of the past god knows how long has been rubbish too. (in the uk at least).
Posted by: Rob Mortimer | Oct 28, 2005 3:09:29 PM
It reminds me of that coke ad...oh wait, maybe it was a pepsi ad where they go back in time. Or no, wait, it's the future and they're digging and they find the pepsi bottle. Or maybe it was a coke bottle. I can't remember. Why does this position coke again? I drink coke because it tastes yummy not because it's label is roughly the same color (although less dusty) than mars.
Posted by: butressa | Oct 28, 2005 3:12:43 PM
CLEARLY THIS GUY SLIPPED THIS PERSON $500 OR SOMETHING. A PATHETIC ATTEMPT AT USING THE PRESS TO SCARE UP SOME FREELANCE WORK. GOOD LUCK GETTING SOME NOW THAT PEOPLE KNOW YOUR GAME.
Posted by: wlevin | Oct 28, 2005 3:15:34 PM
This will make me stop drinking coke.
Posted by: genebeley | Oct 28, 2005 3:17:54 PM
It would be better if it was a tie-in with Burger King. The astronaut could be wearing a "KING" mask. that's what I'm going for halloween as
Posted by: cpbboi | Oct 28, 2005 3:19:30 PM
wlevin:
I think the fact the ad is rubbish should help stop him getting much work from this.
Posted by: Rob Mortimer | Oct 28, 2005 3:32:09 PM
I think it would be, obviously, prohibitively expensive, even for Coke to embark on a trip to Mars, however the publicity it received might pay for itself. P.S. Can I go?
Posted by: stephenhawkins | Oct 28, 2005 3:39:30 PM
as an aside, we recently ran a tox screen on a can of coke in the hospital lab. . . it came up positive . . . for everything.
Posted by: mars m | Oct 28, 2005 4:27:08 PM
The best way to judge work is to ask, “Does it make me jealous?” No, it does not. Believe me. I know what jealous feels like. In response to the posting by Rob Mortimer – you said, “…then I’m not sure what on earth Coca-cola are trying to do to their brand.” And I say, Nice pun! Love it. ‘What on earth’ Nice. Very, very nice. Me thinks me knows what it feels like to be jealous. Again.
Posted by: Darrin II | Oct 28, 2005 4:38:38 PM
Why thank you.
*bow*
Posted by: Rob Mortimer | Oct 28, 2005 4:51:07 PM
Rob Mortimer- Where on earth did you come up with, “…then I’m not sure what on earth Coca-cola are trying to do to their brand.” ? You slay me. Absolutely slay me. How on earth do you do it? Wait. Don't tell. I'll figure it out.
Posted by: Darrin II | Oct 28, 2005 5:15:40 PM
Mr. Mortimer, if I may be so bold, your signature signoff should not be 'bow' but 'bow wow' - as in 'bow wow'
Posted by: Darrin II | Oct 28, 2005 5:18:51 PM
It just hap'pun'ed.
Thats my last word play of the day..!
:)
Posted by: Rob Mortimer | Oct 28, 2005 5:43:52 PM
Who here has gotten any TV work in the One Show? Then STFU. We jsut one a silver pencil for Geico after almost 200 tries. For every tv spot, there must have been 10 others. It takes a lot of work to get a great spot. Along with knowing the judges as well as we do, but that's beside the point. Point being, unless you've done great work, you can't be a good judge. You guys are a lynch mob. The public/consumer would love this & it would resonate. Get back to your jobs at Grey & JWalter Thompson and keep blogging on websites like this instead of doing great work. Quit being cynical.
Posted by: Martin Agency | Oct 28, 2005 6:40:55 PM
But I think that many people (myself included) can produce better work.
Besides, even if we don't we are still qualified to give our opinions. I dont think the public would love it, and I certainly don't think it would resonate.
Maybe tastes are slightly different in the US, but I think this ad is far too weak.
Posted by: Rob Mortimer | Oct 28, 2005 6:47:58 PM
Yo Mortimer! You sound like a sissy Englishmun. "But I think many people (myself included) can produce better work...Besides, even if we don't we are still qualified... blah blah blah..." Listen you pencil pun making dweeb, anything and I mean anything done in the US is superior to anything done over there in that little rainy castle of yours. So stop posting on America's Internet. Build your own. Hey, speaking of build, let's see the book you've built. Where is it, Morty?
Posted by: NewSchool | Oct 28, 2005 7:22:02 PM
Now now now, theres plenty of good work done in the US. It would be stupid to deny the land that gave us Bernbach was a creative desert.
However, I think you should take a look at the great ads that come out of the UK first. Not that there isnt heaps of shit... there always will be, but the good stuff is golden.
DDB London (formerly BMP) produces some fantastic work, AMV BBDO is a little patchy but does make some crackers, and W+K London is a hotbed of fantastic work right now.
Ive studied advertising for years, but am new to doing creative work, so im still working on a book; but I damn well know enough to know an iffy ad execution when I see one!
Posted by: Rob Mortimer | Oct 28, 2005 8:54:44 PM
Right Now, Mars Is Closer To Earth Than Anytome Since 60,000 Years Ago - a great time to visit and shoot a commerical (less gas needed - only 4,534,094,638 miles away)
http://www.cnn.com/2005/TECH/space/10/27/mars.close.up.ap/index.html
Posted by: marty | Oct 29, 2005 12:20:33 AM
Nice.
Posted by: thumbs | Oct 30, 2005 8:57:11 PM
Cool - looks like an out-take from Total Recall!
Posted by: Marc Babej | Oct 30, 2005 9:47:19 PM
Awesome! Makes me want to have a coke. Hey, I'm am drinking a coke.
Posted by: parch | Oct 31, 2005 8:22:12 AM
Hey Mortimer,
all those agencies you mentioned... DDB London, AMV BBDO, W+K London are all part of AMERICAN Agencies.
And no, i don't thinke you're qualified to spot an iffy ad if you see one, especially if you have no experience. I;ve spent plenty of time in the UK looking at the tv commercials when i'm on shoots out there. they make the prescricption commercials here look like genius. don't commetn unless you have something intelligent to say.
Posted by: Gossgae | Oct 31, 2005 9:30:55 AM
