Although schoolgirl Laysan Galimulina has never written an commercial before, she's showing the hallmarks of being an advertising professional -- she chose an exotic setting for the commercial in the form of a beach. Coca-Cola, however, wouldn't disclose the contentt of the ad.
The Russian office of the Coca-Cola Co. promoted the contest on major national TV channels from March 1 to May 7. The creative brief required the spot to include the current tagline in Russia: "The power of closing in.1
Executives from Coca-Cola here and its advertising agency, Adventa Lowe Lintas, short listed eight ideas submitted by seven amateurs and one professional. The final selection was made by an independent commission consisting of Russian politicians, artists and TV stars.
Ms. Galimulina's commercial will air in June. She won't be paid for her ideas but her and four other finalists will be given a free trip to the International Advertising Festival in Cannes. -- Sergey Rybak
Copyright May 2001, Crain Communications Inc.