Friendly Rivalry

Here is w+k's new ad for Coke in China in time for the Olympics. I like it, I think. It all ends nicely of course but I like the fact it acknowledges the extremely high and frequently politically tense levels of competitiveness which exist between these two great nations.

China is undoubtedly a tricky market within which to advertise, even more so as a western brand/agency. It's uniquely fierce levels of patriotism exist hand in hand with a strongly traditional (by which I mean largely celebrity driven endorsement) model of advertising. It has caught out many an ad agency in the past and frequently results in bland communications which either pander to well worn stereotypes or worse result in ersatz pastiches.

Well done w+k Shanghai for striking the right balance between emotionally honest, creatively provocative, and of course pleasantly entertaining. Nice one guys.