Coca Cola’s Diet Coke Christmas campaign appears to be targetting either the metrosexual market, or the wishful thinking female market, judging by this billboard I spotted last week. On the first drive by, one sees three men in three wine glasses. Next time through one sees that the glass stems are in fact Coke bottles. Third time through there’s enough time to notice that the men are holding something. Finally, after stopping to take the photograph, it’s clear what these men are holding: shoes, necklace and perfume. There’s a lot of detail here for motorway users to pick up. Maybe the concept would have worked in slower traffic, next to traffic lights. Or perhaps in magazine and poster formats.
Photography is by Christof Lowbar (Chris Barlow)