Choke back a Coke

4 Jul

Anyone who is into the World Cup has already no doubt seen the Coca Cola “Goal Celebration” commercial that’s being liberally pumped into the commercial space. I laugh every time I see it. You can watch it here.

The spot goes quite well until the product enters the picture. That’s when poor Roger Milla, the inspiration behind the commercial, has to actually drink the stuff. He is all smiles until that moment. Then you can almost hear the off-camera direction:

“That’s good Roger, we’re smiling.…we’re happy….celebration, Roger….bottle to the camera Roger!…smiling…NOW ROGER! DRINK IT! DRINK IT!…CUT.”

“Uh, Roger, babe, you’re supposed to be enjoying the Coke!….Take 57…”

The spot goes from celebratory to laughable in a burp. We all get that Coke is a drink. Do we really need to see him forcing  it down?

This one makes Roger Milla look like a prostitute. He ain’t enjoying it. He’s doing it for the money.

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3 Responses to “Choke back a Coke”

  1. Robin Gonterman July 4, 2010 at 9:03 pm #

    Haha! Nice one, I whole heartedly concur.

  2. Leandy July 4, 2010 at 11:21 pm #

    Great post! Every time I see that ad, I think “My God, how he must despise choking down that Coca-Cola.” But that ad doesn’t annoy me as much as the ubiquitous Shaw (egad, or is it Rogers?) ad where the co-workers set up their office computers (egad, or is it their mobile phones?) to record World Cup games. I wonder what the stats are on how often an ad needs to run before it moves from “awareness” to “interest” to “I hate this advertiser and will do my best to avoid its products”?

  3. dougbrowncreative July 5, 2010 at 10:20 am #

    Thanks Robin and Leanne. I remember shooting a Canada Dry spot in LA back when I worked in Hong Kong and these teenage boys had to force back that stuff over many takes. They became ill of course and it wasn’t long before we realized that we were going to have to use a bad earlier take – because they couldn’t do any more. Roger’s take has that same sense of dread about it.

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