Tuesday, 15 December 2009

Grand Theft Coke

I've decided to post a contemporary Coca-Cola commercial as since the 50s, Coke's advertising has significantly affected American culture. From humble beginnings incorporating I'd Like To Teach the World To Sing in the 50s and I am the Future of the World in the 80s, the inclusion of pop music has been a recurring theme in Coke commercials and it is notable that there are reflections in regards to the decades in which they were made. Another recurring theme is a worldly message coming across; the commercial I have chosen continues this theme in both respects but presents it in a unique way.

First aired during the 2007 Super Bowl, the commerical is entirely computer generated and is a carbon copy of a scene from the violent Grand Theft Auto video game series. However, when it appears as if the protagonist is going to attack innocent people, he gives them a bottle of Coca-Cola, stops thieves and spreads the all-round "happiness" of Coke around. The community all end up celebrating together to a male cover of "You Give a Little Love" taken from the film Bugsy Malone. This is almost a direct reference as at the end of the film the child gangsters stop fighting when Razmataz starts playing the piano and everyone sings together realising they could be friends. This theme continues the peace theme that recurs throughout Coca-Cola's advertising but with an edgy twist. While it is suggested that maybe this commercial was directed at a specifically male audience by being aired during the Super Bowl, I remember watching it during the advertisments before a film at the cinema and I personally found that a universal message came across.

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