Complete Analysis of Masterpiece Ad by Coca Cola

The latest campaign by Coca-Cola, "Masterpiece," celebrates the brand's ability to provide refreshing upliftment in critical moments. It features a short film set in an art museum and showcases a diverse collection of classic and contemporary paintings from around the world. In this blog post, we will delve into this masterpiece ad by Coca-Cola and analyze how it highlights the brand's inspiration and ability to create human connections.

Coca Cola and “Real Magic”

Coca-Cola's advertising slogans throughout the years have reflected both the brand and the cultural climate. From 1906's "The Great National Temperance Beverage" to 1985's "America's Real Choice," slogans have focused on product quality, refreshing taste, and entertaining experiences. Memorable advertisements, like 1971's "Hilltop" ad, have also become synonymous with Coca-Cola slogans, with the song lyrics "I'd Like to Buy the World a Coke" still recognized today. It is not the first time Coca-Cola is using the phrase “Real Magic” since there was a campaign with the same name back in 2021. This time, Coca-Cola has brought real magic with the Masterpiece Ad!

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“We’re super excited to create this integrated and experiential Masterpiece global campaign incorporating cutting edge AI” - Ajab Samrai, Global Chief Creative Officer at BLITZWORKS

Analysis of the Ad

Experience the magic of Real Magic when the universe collaborates in unexpected ways to uplift and inspire a boy in need, as shown in Coca-Cola's Masterpiece campaign:

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Credits

Created by: Blitzworks

Director: Henry Scholfield, Academy films

Post-production: Electric Theatre Collective

Digital OOH Concept: OpenX/David

Digital collectible collection: TAFI & BLITZWORKS

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The "Masterpiece" campaign by Coca-Cola is a global initiative that celebrates the brand's ability to provide uplifting refreshment in moments that matter. The campaign's creative centerpiece is a short film set in an art museum, featuring a diverse collection of classic and contemporary paintings, from Andy Warhol's 1962 Coca-Cola to emerging creators from Africa, India, the Middle East, and Latin America. The film follows a storyline in which an ice-cold bottle of Coca-Cola is relayed from one painting to another, ultimately ending up in the hands of an art student in need of creative inspiration. The aim of the campaign is to showcase how Coca-Cola can inspire and uplift people in their creative endeavors, bringing enchantment to everyday moments and creating human connections.

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"'Masterpiece' is not a story in which Coke appears… Coke is the story." - Pratik Thakar, Global Head of Creative Strategy and Integrated Content for Coca-Cola

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The brand has served as a muse for artists for decades, and the "Masterpiece" campaign curates a creative collision of centuries of art movements and masters from the past and present. In addition to the short film, the campaign includes an online gallery featuring interviews with emerging artists from the film, as well as 3-D billboards and digital collectibles. The campaign launches this month in Latin America, followed by Asia and other markets later this year. Overall, the "Masterpiece" campaign showcases how Coca-Cola can provide inspiration and refreshment in moments that matter, bringing enchantment to everyday moments and creating human connections through a diverse collection of art from around the world.

Highlighted Artwork

Coca-Cola's "Masterpiece" ad features interactive artworks, including Van Gogh's "Bedroom in Arles," Turner's "The Shipwreck," Vermeer's "Girl with a Pearl Earring," and more. You can see them all here:

You can also check a full list of featured artwork in this ad here. These are the artworks that are in the ad but do not move!

Conclusion

Coca-Cola's "Masterpiece" campaign celebrates the brand's ability to inspire and uplift people in their creative endeavors, bringing enchantment to everyday moments and creating human connections through a diverse collection of art from around the world.

How you can make something similar!

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