Coca Cola is running “Camaritas”, a Latin American television and online advertising campaign featuring security camera footage from around the world. Set to the song “Give A Little Bit”, the 1977 hit by Supertramp, the clip shows people engaging in acts kindness, bravery and fun, including kiss stealers, music addicts, honest pickpockets, attacks of friendship, potato chip dealer, generous gangs, volunteer firefighters, rebels with a cause, terrorists of peace. The ad recently won a Gold at the El Sol Festival Iberoamericano de la Comunicación Publicitaria in Bilbao.
Click on the image below to play the video in YouTube (HD)
The Camaritas campaign was developed at Young & Rubicam Buenos Aires.
Y&R Argentina creative director Martin Mercado explains the thinking behind the campaign. “People tend to associate security cameras with negative events, but we wanted to disprove that assumption by demonstrating the abundance of happy events and actions they capture.”
“We want to remind people that acts of kindness and bravery are taking place around them all the time,” said Guido Rosales, advertisement director for integrated marketing comms of Coca-Cola Latin America.
Music, “Give a Little Bit” was written, composed and performed by Roger Hodgson.
Las cámaras de seguridad del mundo también captan…
Ladrones de besos.
Adictos a la música.
Y traficantes de papas fritas.
Ataques de amistad.
… de Amor…
… y de bondad.
Rebeldes con causa.
Y terroristas de la Paz.
Muchos locos sueltos…
… y algunos héroes locos