Coca-Cola continues its “Real Magic” campaign with a new installment, titled “Masterpiece”.
Set in a museum, the spot brings to life various works of art by Picasso, Van Gogh, as well as from emerging artists, such as Aket (whose 2022 abstract face painting “Divine Idyll” is featured in the ad) and more, as they pass a Coca-Cola bottle (it is Andy Warhol’s pop art painting of a Coca-Cola bottle) from one to the other in their attempt to help a student who needs uplift and a little inspiration. Eventually, the Girl With a Pearl Earring (Johannes Vermeer’s famous hand painted oil painting), catches the bottle, opens it and places it near the young man, who – after drinking some Cola – finds the energy and inspiration to make a drawing. When he looks in her direction, the girl from the painting winks at him and the “Real Magic” tagline appears on the screen.
Among the works of art from emerging artists featured in the campaign film are Fatma Ramadan’s 2021 painting “The Blow Dryer”, Stefania Tejada’s 2020 painting “Natural Encounters” (illustrating the encounter between a young woman and a blue parrot), Vikram Kushwah’s 2012 pinting “Falling in Library”, and Wonderbuhle’s 2022 painting “You Can’t Curse Me”.
Launched in 2021, the “Real Magic” campaign marked the brand’s global brand platform for the Coke Trademark in five years and was an invitation for the world to celebrate the real magic of humanity.
“‘Real Magic’ is about creating a movement to choose a more human way of doing things by embracing our unique perspectives,” Manolo Arroyo, Chief Marketing Officer, The Coca-Cola Company, said in a press release last year. He also mentioned that “‘Real Magic’ is not just a tagline” but a “philosophy that transcends advertising and embodies all that is special about the brand”.
This new campaign also marked the launch of a new design identity for the Coke Trademark (which includes Coca-Cola, Coca-Cola Light/Diet Coke and Coca-Cola Zero Sugar) anchored by a fresh expression of the Coca-Cola logo. Inspired by iconic Coca-Cola packages wrapped with the Coca-Cola signature trademark, the “Hug” logo was conceptualized by Wieden+Kennedy London.
The campaign debuted with a spot featuring three well-known gamers – DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas.
