The ad, created by Berlin Cameron/Red Cell, the WPP Group-owned agency that won the Coke Classic account at the beginning of last year, is called "buddies" and shows two friends who have been playing basketball. One of the friends opens the fridge and quicky drinks his Coca-Cola. He then uses the second can to cool off by placing it on his face, stomach and finally under his armpit.
When his friend returns, he hands the can over and his friend starts drinking it, with no idea of where it has been.
According to a report in the Wall Street Journal, the decision was made after criticism by one of Coca-Cola's directors, Donald Keough, although there were also some complaints by members of the public. The spot was to air for three months, but the newspaper reports that its run has come to an end around two weeks early.
"Buddies" is in stark contrast to the last Coke Classic campaign that ran in the US -- Mother's "I wish" spot, showing a woman singing and handing out bottles of Coke. That had harkened back to the days of Coke's 'I'd Like to Teach the World to Sing', the jingle that spawned a global hit single.
The "buddies" ad is reported to have scored very highly among the youth market in research, being rated as having more likeability than any other Coke ad in the last 10 years. The brand faces dwindling sales levels and is looking at ways of appealing to the youth market.
In May, the company unveiled its biggest advertising push for 22 years with the launch of C2, a mid-calorie cola that has less sugar than Coke Classic but tastes better than Diet Coke.
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