Coca-Cola’s local World Cup work leveraging Russia 2018 includes an Icelandic commercial called ‘Together’ which aims to connect with Icelandic football fans by embracing the country’s recent soccer success through their famous fan ‘Thunder-Clap’
The commercial, which is titled ‘Saman with Coca-Cola’, was first launched on 12 June ahead of the start of the World Cup.
The ad is, amazingly, directed by Hannes Thor Halldorsson who is both a professional television director and Iceland’s national team goalkeeper.
Comment:
The tone might be a bit happy clappy so to speak, and it is reminiscent of the approach to football activation so common in the 1990s, but you don’t have to be either Icelandic or a football fan to understand or love this spot.
After all, this Iceland team has endeared itself themselves to a generation of football fans both at home and around the world – especially after making it to the quarter finals at Euro 2016 (beating England along the way).
The Icelandic Tourist Board will love this commercial too.
Unless they aren’t comfortable with the idea of a brand attaching itself to the iconic fan clap.
As well as Coca-Cola’s global World Cup work, led by its ‘Colours’ anthem activation (see case study) and its ‘Be Ready’ advertising work (see case study), the soft drinks behemoth has also been running some interesting local market initiatives too.
Indeed, campaigns like this, with deeper, more local relevance might even play better than the brand’s global approach.
Other notable local Coke work included its Shaqiri fronted AR Experience in Switzerland (see case study)
Links:
Coca-Cola
https://www.coca-colacompany.com/
https://www.facebook.com/cocacola
https://www.youtube.com/user/cocacola
