December 7th, 2011

Untangling OFWs, Happiness, and Coke (Or Why this Coca-Cola Ad is Short-Circuiting My Brain)

By Alex Felipe

Coca-cola has just released an incredibly powerful, emotionally-gripping, viral ad targeting the Filipino community worldwide—and I hate it.

In the ad, Coke sends three overseas foreign workers (OFWs) back to the Philippines to reunite with their families.  Its central message seems to be: Coke cares about the plight of OFWs.

It is a fantastic piece of marketing propaganda.  It has a strong emotional pull, high production value, and connects the product to family, struggle, and how hardship can be overcome by simple things, like a Coca-Cola.

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