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.
Read more: http://bit.ly/vD1siL