Coca Cola Takes Liu Xiang Home for New Year
Coca Cola is running a New Year campaign in China featuring glimpses from the childhood of Chinese athlete Liu Xiang. The 30-second School Visit television commercial for Coca-Cola sees Liu returning home for the biggest festival of the year. Liu Xiang visits his old school, eager to reunite with past classmates. Liu daydreams about a failed attempt at running for class president where he received a single vote. He is interrupted by a former classmate, now teacher, who confides that he gave his vote to Liu.
Click on the image below to play the School Visit video.
The First Coke of the Year campaign has become a feature of mainland China’s advertising year. This year, the campaign began on December 26. The TVC will air on terrestrial and cable television networks, backed by out of home, point of sale and print executions. Liu first featured in the first Coke of the Year campaign in 2009, months after his withdrawal from the Beijing Olympic Games with an injury to his Achilles tendon. The storyline of the television commercial hinted at his public disappointment at withdrawing from the Olympics and his looming redemption.
Click on the image below to play the 2009 video.
The inspiration for 2012 campaign came from Leo Burnett Shanghai executive creative director Amanda Yang. “Sharing is central to Chinese New Year. Sharing beverages is key to that festival. The creative puts Coke in the centre of that relationship, making Coke about togetherness, friendship and family,” Ms Yang said.
First Coke Liu Xiang Credits
The First Coke campaign was developed at Leo Burnett Shanghai by creative team Amanda Yang, Gordon Hughes, Alexis Mardapittas, Colin Lee, Joy Zou, account team Lou Field and Grace Fong, film producer Christine Chen, print producer Crystal Xie