Visual Review #8 — Commercial “Coke Life”

The Coke Life commercial for Argentina shows the lives of young parents and how everything changes once you have a child. Nonetheless, even when things are not easy they can be fun and pleasurable—at least when there is coke involved. Every special moment of this couple’s life happens while drinking coke life.Some important visual themes for its mis-en-scène that are used in this add will be described below:

Colors: The colors of Coke and Coke life are red and green respectively. Not surprisingly, most items in the ad are either green or red and when these two colors are not being used, they are replaced by non-dominant colors like white and pale yellow. The first scene is completely dominated by the green vegetation but the car is red, showing the coke had change but is still connected to its old image. Inside the house, the furniture is green with some red details (cups, pillow…) the clothes of the actors are also variations of green and red (sometimes a blue and pink).

Screen Shot 2014-11-04 at 14.07.08

When filming night shots, the colors are still predominantly green—the lighting is not black like in a normal night, but dark green. The toys shown are also mostly green and red and so are the most important props in each scene.

Screen Shot 2014-11-04 at 13.29.03Props: All props used in this add have the purpose of creating the idea of a healthy and environmentally conscious lifestyle as the new image of Coke. The first scene shows a wooden house surrounded by trees, one car, and two bicycles.

Screen Shot 2014-11-04 at 13.24.44

The car adds a modern touch to the 1970s styled setting. The fact that the ad is set in the 70s gives the idea o f wanting to go back to a time when things were not as technologically dominated and people had more time to interact physically with each other—coke wants to become a part of the family moments. There is a good use of natural light because of the large windows, once again connecting the product to nature and simplicity. Other props like robot action figures on the shelf (00:02s) give quirky characteristics to the couple, making a statement that although they are original individuals, they share the love for Coke.The actual Coke bottle is not introduced until 00:17s and although it is the only thing in focus, its appearance does not last for more than a couple seconds until it literally rolls off into the background.

Screen Shot 2014-11-04 at 14.07.28

The bottle makes an appearance again at 00:36s and becomes an observer of a crucial moment for the family. The product is not used as only a prop but also as a way of making moments better and more pleasurable. It is also interesting to note that the narrative is mostly based on the point of view of the father and the mother is trying to please him throughout the ad and Coke is a way of giving him what he wants.

Screen Shot 2014-11-04 at 14.07.59

Camera Techniques: the commercial is made up of a series of shots put together without smooth transitions—but since the ad is about the rapid changes in life once you have a child, this suits the theme. The focus shifts from zooming into the faces of the characters to wide angles showing the entire room. Whenever the product is shown, the depth of field is narrow and the focus is on the bottle. The camera moves are simple, emulated the simplistic but happy lifestyle of the family.

Screen Shot 2014-11-04 at 14.08.27

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