Coca-Cola New Hispanic Spots.

Coca-Cola is preparing to introduce new Spanish-language advertising as part of the “Coca-Cola… Real” advertising campaign. The new TV spots include “Back-Ups” and “Trio,” which will begin running in February. A third Spanish-language spot, “Penelope,” has been airing since the launch of the “Coca-Cola… Real” campaign January 13th. Created in both English and Spanish, “Penelope” will continue to air on both general market and Spanish?language programming.

Back-Ups: In “Back-Ups,” it’s two minutes before game time and we see that one soccer team is still missing players. At the last possible moment we see one of the players, Freddy, walk onto the field with a cooler full of Coca-Cola and the back-up players he promised to bring with him. The situation doesn’t look too promising (the back-ups he has brought aren’t exactly the athletic type). We see cuts of the game as the back-up players try their hardest to score a goal. They’re not too coordinated, but they have passion for the game and a little luck on their side. In the last minute of the game, one of the back-up players makes an incredible move and scores the winning goal. We see the “hero” taking a drink of Coca-Cola as the whole team sits around the cooler, refreshing themselves and celebrating their victory with Coca-Cola. The script at the end of the ad reads, “Team. For Real.”

“Back-Ups” was shot in Buenos Aires, Argentina, and was created by Lápiz/Chicago. Spanish-language network television on began on February 10th.

Trio: “Trio” features a number of short scenes in which we see three best friends together in different situations. The spot shows that the friends know each other so well that they finish each other’s sentences wherever they are, whatever they are doing – at a fútbol game, in class, dancing in a club, talking to girls, ordering a Coke from a local grocery stand. Their words flow from one to the other, without missing a beat. In the closing shot, the friends are walking down the sidewalk, and we see that the backs of their shirts bear the numbers, “9,” “10” and “11”. The spot closes with the super “All for one. For Real.”

The production of “Trio” was a collaborative effort between McCann Erickson Mexico and McCann Erickson Argentina. “Trio” will debut on Spanish-language network television in late February (exact debut date TBD).

Penelope: This ad, starring Spanish actress Penelope Cruz, shows us that celebrities are real people, too. Filmed on location in L.A. at the Malibu beachside seafood joint, The Reel Inn, this ad was directed by acclaimed music video director Chris Robinson. In the 30-second spot, Penelope enters the restaurant, removes her glasses and approaches the counter, gesturing for a Coke as some of the stunned patrons look on. She then proceeds to drink the entire bottle of Coke in one extended gulp. When she finishes, a burp escapes her lips, which causes her to look around with and embarrassed, yet knowing grin. During the filming of the ad, Penelope actually guzzled three full Cokes without stopping in order to get the shot just right. The ad, which closes with the line, “Thirst… Coca-Cola… Real,” made its debut on ABC’s telecast of the American Music Awards on Monday, January 13. A Spanish-language version of the ad has also been airing on Spanish-language network television.

“Penelope” will continue to air on teen-targeted Spanish-language programming and on general programming such as American Idol and Survivor.

PRINT AND RADIO CAMPAIGN:

In addition to the TV ads, a print advertising campaign is also in development and will begin appearing in national Spanish-language print publications in March 2003.

Spanish-language radio commercials are also in development and will begin running in March 2003.

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