Latest news with #WPPOpenX
Campaign ME
09-05-2025
- Entertainment
- Campaign ME
Powerade spotlights the strength in stillness with Lamine Yamal
Powerade, continues its 'Pause is Power' platform with a new film starring football star Lamine Yamal. Titled The 304 – a reference to the area code of Yamal's neighbourhood in Rocafonda, Mataró – the spot explores how elite athletes find strength in moments of pause, just before the biggest moments in their sporting careers. Produced by WPP Open X, led by Ogilvy and supported by EssenceMediacom, Burson, Hogarth, Octagon Brazil and others, the film opens with Yamal seated on a wall beside a bottle of Powerade. In a calm but introspective tone, he asks: 'Where do I go in the moment before the moment?' The answer is not a training ground or locker room, but 'home. Back to Rocafonda. Mataró. Where it all began.' Narrated entirely in Spanish, the short film doesn't show his neighbourhood or family life visually. Instead, it pairs Yamal's voiceover with minimalist visuals – such as a quiet football pitch with floodlights and an empty train station – to evoke the internal mindset of returning to one's roots. It ends with Yamal in a dark room surrounded by flashes of light, then sipping Powerade next to the line: Pause is Power. According to Tiya Fazelbhoy, PMO Global Category – Hydration, Sports & Tea at The Coca-Cola Company, the idea builds on the platform launched in 2022 that aims to 'reshape the conversation around what it means to be an athlete.' 'While many sports brands focus solely on winning, we embrace a shift. Since 2022, our Pause is Power platform has evolved from educating the world on the strength of a pause to demonstrating why it matters, to celebrating how it enables athletes to come back physically and mentally stronger,' said Fazelbhoy. In Yamal's case, that pause is a moment of emotional grounding – reconnecting with the elements of his early routine that prepared him for the pitch. 'To the concrete. My court. To the graffiti that writes our history,' he says in the film. 'To the barber who got me on point for game day. To the platform where I waited for the train to Barcelona. Every day.' The campaign also aims to broaden Powerade's relevance beyond elite sports to include everyday athletes and their rituals. 'In addition to these films, we have also created content that showcases everyday athletes and the personal rituals they use to support their holistic well-being for their biggest moments,' said Fazelbhoy. Media execution spans digital, social, out-of-home, broadcast and shopper marketing channels. The brand chose this mix 'to share these inspiring stories broadly, while still creating meaningful connections at both a global and local level,' she said. 'Our approach was designed to reach passionate fans worldwide.' Powerade will also debut a second film in May, My First Love, featuring Brazilian footballer Rodrygo Goes, further exploring how athletes prepare – mentally and physically – for defining moments. The campaign rollout coincides with major global sporting events. 'Over the past few years, including during the FIFA Women's World Cup, Paris Olympics 2024 and Copa America, we have engaged in significant moments with global fans and will continue to for major upcoming moments in global sports with this new iteration,' Fazelbhoy said. The campaign is expected to run throughout 2025 and beyond. 'To achieve our goals, we aim to maintain an ongoing, two-way conversation with our target audience,' she added. With a massive fanbase of international football across the Middle East, the film's emotional storytelling and understated visuals aim to resonate across borders – reminding fans and athletes alike that power sometimes lies in reflection, not just performance.
Campaign ME
28-04-2025
- Entertainment
- Campaign ME
Coca-Cola's new global campaign bridges language gaps
Coca-Cola has launched a new global campaign titled 'We All Understand Coca-Cola', with a rollout that includes the UAE alongside markets such as Mexico, Colombia, Costa Rica, Ecuador and Pakistan. The campaign uses its most recognisable brand asset – the contour bottle – to spotlight real-life stories of connection that transcend language. At the heart of the creative is a visual device that brings two languages together: one written left to right, the other right to left. The words meet in the middle to form the silhouette of Coca-Cola's signature bottle, reinforcing the idea that sharing a Coke is a universal gesture – no matter the language or background. In the UAE, where multilingualism is the norm and cultural intersections are part of everyday life, the message resonates particularly strongly. The campaign's use of languages including Urdu and Sindhi (written right to left), paired with European languages like Spanish, French and German, reflects the global nature of Coca-Cola's audience – and the multicultural makeup of the city. 'Coca-Cola is a timeless brand, and bringing people together encompasses everything we do,' said Santiago Cony, Coca-Cola's Creative Strategy Sr. Director. 'This work is a testament to the fact that we may not speak the same language, but we all understand Coca-Cola.' Created by WPP Open X and led by INGO, Grey and Ogilvy, the campaign features stories pulled from real life: two athletes sharing a moment after an international swim meet; a foreign exchange student in a parking mishap turned friendly exchange; a group of gamers overcoming language barriers to play together. In addition to OOH, print and digital executions, the campaign extends to where users can read stories in English or submit their own Coke-fuelled moments of connection.
Yahoo
13-04-2025
- Entertainment
- Yahoo
Coca-Cola makes brillaint use of its logo in new 'literary' ad – and it's an instant classic
When you buy through links on our articles, Future and its syndication partners may earn a commission. Not many brands can claim to have serious cultural clout, and even fewer have a history of cropping up in literary classics. So Coca-Cola's latest campaign can't help but bring to mind the phrase, 'if you've got it, flaunt it'. The brand's ingenious new 'Classics' ad sees the brand highlighting instances of its name appearing in classic books, by replacing the words 'Coke' or 'Coca-Cola' with the logo itself. Couple the famous texts with one of the best logos of all time, and this is looking like one of the most iconic campaigns we've seen for a while. The ad comes courtesy of WPP Open X and VML New York, who used AI to scan the books of hundreds of authors seeking reference to everyone's favourite carbonated beverage. Visually, it's a pretty simple campaign featuring typewritten extracts from classic novels and, occasionally, the famous bright red Coca-Cola wordmark. And so it should be – since so few brands could legitimately pull this one off, it makes sense for the execution to be as clean and clear as possible. 'Coca-Cola's presence in classic literature is a testament to its enduring cultural impact. This campaign is the embodiment of our Real Magic ethos, celebrating those magical moments in fiction where Coca-Cola is a familiar presence in timeless stories," Islam EIDessouky, global vice president creative strategy and content at Coca-Cola, said in a press release. While there seems to be a trend of brands doing away with their logo in ads right now, from McDonald's to Kellogg's, it almost feels refreshing to see another brand deploying theirs so iconically. Indeed, this seems like a campaign that even a Serious Literary Author would approve of.
