Coca-Cola - "Ptchhh" by ANDY Awards 2020
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Coca-Cola - "Ptchhh"
- Brand: Coca-Cola
- Country: United States
- Advertiser: The Coca-Cola Company
| Title | Ptchhh |
| Agency | DAVID |
| Campaign | Try Not to Hear This |
| Advertiser | The Coca-Cola Company |
| Brand | Coca-Cola |
| Date of First Broadcast/Publication | 2019 / 4 |
| Product | Coca-cola |
| Story | How could a 126-year-old brand remind people of its iconic-ness? By showing them that they only need their memories of the “Coca-Cola experience” to enjoy a refreshing Coke without even holding one in their hands. We launched the first audible visual campaign ever. It’s a series of macro photographs of iconic Coca-Cola rituals (e.g., the uncapping of the bottle) that challenge the viewer to play the sound in their head. The audience will inevitably produce this sound ourselves in their brain because years of Coca-Cola’s sensorial memory helps associate the image with the sound. |
| AI Description | The Coca-Cola ad titled "Ptchhh" showcases a vibrant and close-up macro photograph of an iconic Coca-Cola bottle. The image prominently features the bottle cap being lifted, inducing a sense of anticipation. This visual captures the ritual of opening a Coca-Cola bottle, evoking the nostalgic sound associated with it—the "ptchhh" that resonates in many consumers' memories. The invitation to "try not to hear this" written on the ad challenges the audience to engage with the image using their sensory memory. The vividly colored red cap and the glistening condensation on the glass bottle emphasize the refreshment and iconic nature of the Coca-Cola experience. The ad cleverly employs a visual narrative to remind viewers of the brand's legacy and sensorial joys associated with Coca-Cola’s history, without the need for an audible component. |
| Agency | DAVID Miami |
| Client | The Coca-Cola Company |
| Managing Director / Global COO | Paulo Fogaça |
| Executive Creative Director | Ricardo Casal |
| Executive Creative Director | Juan Javier Peña Plaza |
| Group Creative Director | Fernando Pellizzaro |
| Group Creative Director | Jean Zamprogno |
| Art Director | Andy Tamayo |
| Copywriter | Alex Allen |
| Creative Coordinator | Cristina Cornejo Ayala |
| Head of Global Production | Veronica Beach |
| Producer | Renata Neumann |
| Producer | Ricardo Ceballos |
| Director of Strategy | Jon Carlaw |
| Senior Brand Planner | Matias Candia |
| Planner | Anastasia Lara |
| Head of Account Management | Carmen Rodriguez |
| Account Director | Stefane Rosa |
| Account Supervisor | Jenny Gobel |
| Account Executive | Nneoma Chukwueke |
| CEE IMC Director | Dmitry Muzychenko |
| CEE Creative and Content Excellence Director | Sergey Sverzhinskiy |
| CEE Coca-Cola Content Lead | Camilla Zanaria |
| CEE Coca-Cola Content Lead | Laura Legrenzi |
