Coca-Cola Zero is launching a major global campaign featuring the tagline “The Impossible Made Possible”.
The campaign, created by Grey Kobenhavn, will launch in the UK today (April 7), and is also set to roll out in Scandinavia this week.
It will encompass TV, cinema and outdoor. Digital advertising has also been created by Glue.
The ads will continue to centre on the depiction of real life situations and ideals, aimed at the brand’s target male 20-something consumer.
Using over-the-top humour, the TV ad features the “hero” waking up next to a girl in her messy bedroom. As she saunters off to the shower, he enters every young man’s worst nightmare when, as he reaches for a chilled bottle of Coke Zero, her father begins knocking on the door.
After gulping down the drink, the tagline “‘Coca-Cola Zero’ presents ‘The Impossible Made Possible’” flashes on screen as a SWAT team crashes through the window to help tidy the flat.
In an action-packed finale, the girl emerges from the shower to find her boyfriend, decked out in SWAT gear, being airlifted to safety.
Cathryn Sleight, Coke marketing director, says: “The tongue-in-cheek humour woven into this campaign reinforces the message that the impossible – such as great ‘Coke’ taste, zero sugar – can happen.”