COCA-COLA ADVERTISING. ... Bollywood - The Guru

NEWS RELEASE

COCA-COLA LAUNCHES ITS NEW SUMMER CAMPAIGN IN PURE "BOLLYWOOD" STYLE

Madrid, August 04, 2004 - Coca-Cola Spain has just launched its latest Coca-Cola brand advertising campaign for the summer season created by the McCann Erickson agency. Inspired by the peculiar esthetics of Bollywood film productions, the campaign includes a television commercial in 30" and 60" versions which will be aired during the summer.

The core of the advertisement involves an unwilling Hindu waiter who is serving non-stop at a luxurious party. Utterly exhausted, he decides to refresh himself with a Coke. On being found out and reprimanded by the hostess, the waiter replies with a catchy and nonsensical Hindu-style song -- including choreography -- composed especially for the advertisement. The protagonist ends up infecting all the guests and finishes with an enigmatic and spiritual message, "Follow the dictates of your spirit."

The commercial, filmed in Argentina, stars a large group of actors and actresses and dancers headed by an English actor who overflows with warmth throughout the spot, transmitting the brand name's joy and spontaneity.

 Coca-Cola 's latest summer campaign also includes an 80" commercial which is shown at cinemas as well as radio versions. Furthermore, in addition to the media campaign, Coca-Cola Spain has started up the possibility of downloading the ring tone to cell phones through SMS or "The Coca-Cola Movement," the trademark's web page (www.cocacola.es).

 Yet again, Coca-Cola Spain has used music and humor as resources to connect with the public, as well as affectionate characters who win over the consumers. One good example of this was the 2000 summer campaign entitled "Chihuahua," which received an excellent response and won several advertising awards. Furthermore, the campaign created by McCann Erickson was exported to over 60 countries.

(Press release from www2.coca-cola.com)