Coke Offers "Happiness in a Bottle"

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Coke 'Parade'
Coke 'Parade'
Coke as fountain of youth, pickup line, imagination juice and dating solution - those are the themes of the four newest Coke spots, slated for the airwaves this weekend. Wieden + Kennedy split the work between Portland and Amsterdam, the former handling "Perfect Match," directed by Tim Godsall with Mark Fitzloff and Rob Palmer as CDs and "Parade," orchestrated by director Dante Ariola along with CDs Hal Curtis and Mark Fenske.

Coke 'Perfect Match'
Coke 'Perfect Match'
By far the most elaborate of the four, "Parade" follows a boy on a bicycle as his Coke sends him through an America of parades, through marching bands, mariachis, beauty queens, veterans and gospel singers. "Perfect Match" casts the product as instrumental in finding a soul mate - or just a companion who doesn't make sputtering engine sounds, hiss like a modem or squeak like a porpoise.

Coke 'First Taste'
Coke 'First Taste'
The Amsterdam office's contributions, "First Taste" and "Ring Tone" take a similar sentimental tone. Against the strains of Richard Strauss' "Also Sprach Zarathustra" an elderly man is freed from the bondage of assisted living - professing love, jumping off the high dive, motorcycling and running with the bulls after his first sip of the cola once billed as an "Esteemed Brain Tonic and Intellectual Beverage."

Coke 'Ringtone'
Coke 'Ringtone'
"Ring Tone" puts a twist on the bus stop pickup. A young man sitting on a bench warbles the Nokia theme while patting himself down for his mobile while the female next to him looks grimly tolerant. Pulling a bottle out of his backpack, he twists the top, turns to the girl and says "It's for you."

Just days after the drink's 120th birthday the new campaign, "The Coke side of life," sets to fizz up the cockles of hearts around the globe. A 90-second "First Taste" will be snippable for cultural relevance and preferences worldwide.
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