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Coca-Cola’s campaign on the new normality

Who said we have to go back to normal?

It is with this question that, after so many months, Coca-Cola makes its return to the world of advertising with the #OpenLikeNeverBefore campaign. In fact, since the beginning of the health crisis, the soft drink company has suspended all work in the marketing sector both to actively support retailers and to help the health care system financially.

Now, thanks to the agency 72andSunny Amsterdam, Coca-Cola is back to make us dream with a commercial that seems almost an ode to life, the one we had before and the one we are rebuilding that does not necessarily have to be a return to normality.

The protagonists of the video are George The Poet and his wonderful words that are the background to images of reunion, to moments of sharing.

Wait, stop.
Who said we have to go back to normal, back to anything?
What if the new normal ain’t the normal we knew?
And we can’t just do what we’d formerly do.
What if the big change is you and me? What if we choose to be open? And say…
I will never call my job unimportant again.
I’ll never say that teacher’s holidays are too long or that school is dry and I can’t wait to move on.
My ears are not my earphones. What if I listen.
What if I’m missing how bright your eyes glisten.
What if I just smile a bit. Travel less and love every mile of it.
What if I believe in the change my cooking, my music can do.
And what if I don’t dance, but just for you I might give in to the rhythm soon.What if I refuse to be a
stranger in my own living room.
And I’ll learn my lesson from a bad memory, and I’ll keep social distance from bad energy
And I’ll prove that funny beats sexy any day. But I’m still cute, anyway.
What if my dreams never take the backseat again? What if I’m there whenever you need a friend.
What if I celebrate my skin, my body, my hair, every day!Even Mondays.
I won’t waste another minute without you.
And I’ll stand by every word I sayI’ll make my vote count, make my voice heard today.
I’ll never say this city has too many tourists again.
I’ll lead, like a woman.
I’ll have a family of dozens. Give my little nephews and nieces some cousins.
I’ll stay right beside you. I’ll say Yes, Yes, Yes, I do.
I’ll never forget how much stronger we are together. I’ll carry that in my heart forever.
We’ll weather this storm.
So I’ll be…
Open like never before

Coca-Cola’s campaign on the new normality