Coke Zero scored scored a connection with me via a new spot that’s Made In Canada, For Canada, About Canada, Using Canadian Talent & Icons.
Terrific work showing HUGE cultural sensitivity.
Coke? A brand from Atlanta? Isn’t that the only city ever to have two shots at having an NHL team, but blew it both times?
Yes, but Atlanta-based Coke has a Canadian office that’s empowered to Think Local.
So…a silly, self-important 3 minute long ‘ode’ to The Game that hits the mesh.
You won’t be alone (already almost 800,000 views on youtube).
The voiceover is Canadian.
The cops are played by a pair of loud, larger-than-life grandstanding Canuck sportscasters.
The central subject – hockey- is quintessentially Canuck.
The coach is a longstanding Canuck actor.
The player at the center, a ‘Kevin Wheeler’, is played by Jordan Eberle, veteran of many Canadian junior/ pro national squads- an icon of patriotism.
Even the story elements are locally inspired:
- the stereotypical Hockey Mom SUV/ Minivan;
- the helpful neighbour (Canucks know ‘it takes a village to raise a hockey player’);
- the mention of annoying thump of hockey shots against garage doors at all hours;
- phrases like ‘One-Timer’ shot; or ‘being undressed’ for being beaten defensively
- mention of the inevitable inconsequential Round Robin tournament games.
Whoever wrote this spot understood Canada and, particularly, life in a hockey family.
This spot could ONLY have been conceived of and written in Canada.
It would probably fall flat elsewhere. But for me, it’s a game winner, and I bet for many other Canadians, too.
A great example of: “if I have to explain it to you, you’re not the intended audience anyway!”
LOVE this spot- kudos to Coke for such a fine example of: ‘Go Global, Think Local’.