Coke uses BMX in global TV ad campaign

The ad is part of the 'Welcome to the Coke Side of Life' campaign. The first TV ads aired last night in the US. The 'parade' ad features a small boy on a BMX. All the ads were created by Wieden+ Kennedy agency of Portland, Oregon, a long-time originator of Nike athlete ads. It was this agency which produced the 2004 'Magnet' TV ad for Nike that featured Lance Amstrong and a small boy on a BMX...
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Coke launched the TV campaign at a press event in New York last night.

Sales of Coke Classic in the US fell 2 percent in 2005.

Coke's new campaign is a throwback to the inspirational ads of the 1970s. 'Parade' shows a BMXer drinking a Coke and riding his bike through a small-town America parade, which eventually disappears.

Wieden+ Kennedy were appointed Coke's advertising agency in October last year.

The new TV campaign will appear globally after the footy World Cup ends in July.

Esther Lee, chief creative officer for marketing, strategy and innovation at the sugared water maker, said the mission was "to make Coke more important to people."

The 'Parade' ad can be viewed at:

http://www2.coca-cola.com/.../av_advertising.html

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