Coca-Cola focuses on the act of coming together in its new Olympics spot, which shows how supporters and community can spur on athletes and drive success.
Led by Ogilvy, and coming ahead of this summers Olympic and Paralympic games, Coca-Cola’s ‘It’s Magic When The World Comes Together’ spotlights swimmers including Tatjana Schoenmaker, Lilly King and Annie Lazor in the 200 metre women’s breaststroke race.
Inspired by a moment at Tokyo 2020, the campaign shows swimmers hugging each other, with the aim of highlighting a cross-cultural spirit of collaboration.
The spot then shows supporters from around the world embracing while holding a Coca-Cola.
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The campaign will also be supported by social media activations which will capture hugs during the Olympics and post them across social media.
A UK campaign from Coca-Cola launched last month, which will see the brand partner with festivals including All Points East, Broadmasters and Fabulso, also highlights connection via tapping into a ‘Summer of Music’.
The brand was also named brand of the year at Cannes Lions 2024 this year, and won a Grand Prix for its Recycle Me spot.
