As U.S. summer gets going after Memorial Day, Coca-Cola is promoting itself as the beverage of choice for beach and pool-side flirting with a series of cute romantic spots.
A 60- and 30-second spot, "Break the Ice" kicked off in cinemas and on TV over the weekend. Directed by Lance Acord of Park Pictures for agency Fitzco/McCann, it depicts the tentative flirtation bewteen a shy, skinny beach bartender and a cute surfer girl who seems to be surrounded by more muscular types. Eventually, they bond over ice-cold Coke bottles.
Another spot in the campaign, highlighting Coke's personalized name bottle promotion, which is back this summer, depicts some pool-side flirtation between a lifeguard and a boy who's trying to guess her name.
All the spots have a light-hearted, Latin-influenced vibe clearly designed to get you in the mood for summer, and a straightforward message that's not trying to change the world -- you can always use a Coke as romantic currency.