A recent Coca Cola advertisement engages with American culture as only Coke would. The video hardly seems like a real ad, instead feeling like a spoof for a goofy idea. The comical product: a cone–much like the ones used on pets–to prevent people from looking down at their digital device.
The cone has a “magical” effect on its wearers, causing them to look up from the screen in their hand, and see the world for the first time.
As funny as this advertisement may be, it provides a legitimate critique of a problem permeating every area of American culture. Almost everyone is walking around with their noses in an iPhone, unaware of the physical world in which they dwell. Some scenes of the video, on second thought, are actually sad. At one point, a man sits at the dinner table, completely honoring his family. Once wearing the cone, he looks up and notices his infant child, smiling up at him.
Why would Coca-Cola make an ad like this? Why would they place their logo on what appears to be a spoof product? This is a genuine ad, filled with Coke branding, and with the classic ending of a Coke commercial, of an open bottle of classic Coca-Cola, but it certainly draws much more attention to the social phenomenon and critique than it does to the drink. What would inspire Coke to produce this type of social commentary?
It seems to me, Coke is finding new ways to defend the classic, traditional concept of America. Wide open spaces and national monuments like Mount Rushmore often grace the screen in typical patriotic Coca-Cola ads. While it’s not an immediately apparent connection, the Social Media Guard stands up against the world of technology, that sucks us in and distracts us from the joy of cracking open a Coke and soaking in the American experience.
Coca-Cola. Feb. 19, 2014. YouTube. https://www.youtube.com/watch?v=_u3BRY2RF5I