Saturday, January 18, 2014

PARENTHOOD: Stains, Spills, Sleeplessness…and Love

By Kathy Schiffer

If you’re a parent, you know that the early years of childrearing are a mix of joy and sheer exhaustion.
A new commercial by Argentine creative ideas agency Santo Buenos Aires captures the fatigue and the frustration, the bedlam and the bemusement, and the pure love that makes it all worthwhile.  The commercial by director Pucho Mentasti is for Coke Life, a new, green-label Argentine concoction that’s sweetened with a sugar and stevia extract for a 35-calorie serving.
Sebastian Wilhelm, Santo’s executive creative director, said,
“Having children is not just life’s most important moment, but the ultimate test to connecting with your best side.  Coke Life is a new kind of Coke.  We’re just starting to build this brand, setting up its world, its tone of voice.  We were aiming for ‘emotional comedy’ [with this ad].  The kind that makes you smile and weep at the same time.”
It worked with me!  I think you’ll love it, too.