Coca-Cola Ad 2023 – Masterpiece
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The Coca-Cola ad 2023 “Masterpiece” is the latest expression of the “Real Magic” brand platform and it celebrates how Coca-Cola provides uplifting refreshment in moments that matter.
The campaign’s creative centerpiece is a short film set in an art museum, where students are sketching select paintings on display. As one student appears uninspired, an arm from a painting reaches across the gallery to grab the Coke bottle from Warhol’s pop-art masterpiece. From there, it’s relayed from works including JMW Turner’s “The Shipwreck,” Munch’s “The Scream” (re-colored lithograph), and Van Gogh’s “Bedroom in Arles” before finally landing with Vermeer’s “Girl with a Pearl Earring,” whose subject opens the bottle for the student in need of inspiration and refreshing upliftment.
In addition to these universally recognized paintings from the past century, the film bridges the worlds of classical and contemporary art by featuring work from emerging creators from Africa, India, the Middle East, and Latin America.
An ice-cold bottle of Coca‑Cola journeys from canvas to canvas—starting with Andy Warhol’s 1962 Coca‑Cola and continuing to a refreshingly diverse and culturally rich mix of classic and contemporary paintings before ultimately landing in the hands of an art student in need of creative inspiration—in a new global campaign titled “Masterpiece”.
Coca-Cola Ad 2023 – Masterpiece PR Release comments:
“‘Masterpiece’ is not a story in which Coke appears… Coke is the story,” said Pratik Thakar, Global Head of Creative Strategy and Integrated Content for Coca‑Cola.“True to the spirit of the brand—and not unlike the way a synchronized supply chain collaborates to seamlessly deliver ice-cold Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what ‘Real Magic’ is all about.”
For decades, Coca‑Cola has been a medium-agnostic muse, with artists reimagining its iconic bottle and brand attributes. Warhol’s authentic celebration of work provided the jumping-off point for the Coca-Cola ad 2023 film, which curates a creative collision of centuries of art movements and masters from the past and present.
“We are excited to connect with Coca‑Cola to showcase one of Andy Warhol’s most iconic works alongside some of the world’s most universally loved masterpieces,” said Michael Dayton Hermann, Director of Licensing, Marketing, and Sales at The Andy Warhol Foundation for the Visual Arts. “These pieces, paired with works by emerging artists from around the globe, celebrate the inspirational power of visual art through the magical lens of Coca‑Cola.”
“Masterpiece” also includes an online gallery featuring interviews with emerging artists from the nearly two-minute hero film, 3D billboards and a series of digital collectibles. The campaign launches this month in Latin America, followed by Asia and other markets later this year.
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