Coca-Cola has introduced its global Christmas initiative, ‘The World Needs More Santas,’ to the Australian market through WPP’s dedicated agency for Coca-Cola Open X, led by Ogilvy and VML. Recently recognized as Bestads Best TV ad of the week, this worldwide festive campaign has been launched in over 80 markets, featuring an advertisement that highlights the enchantment of kindness.
The new Christmas film unfolds in a city where numerous Santas stroll through the streets. Throughout the narrative, various Santas are depicted assisting and supporting others. The concluding scenes reveal that the observed Santas were, in fact, representations of people’s ‘inner Santa’ as they engaged in acts of generosity and goodwill, culminating with the tagline: ‘The World Needs More Santas.’
Coca-Cola has a historical connection with the iconic image of Santa Claus, dating back to its initial use in Christmas advertisements in the 1920s. In 1931, the company enlisted Haddon Sundblom, a Michigan-born illustrator, to craft Santa images integrated into the brand’s holiday campaign.
Beyond an extensive above-the-line campaign spanning TV, cinema, out-of-home, social, and digital platforms, Coca-Cola is collaborating with Australian influencers to spread festive cheer through the ’12 Acts of Kindness’ initiative. Influencers will inspire their followers to embrace their inner Santa and engage in their own acts of kindness.
Kate Miller, marketing director for Coca-Cola South Pacific, commented, “This year’s campaign, ‘The World Needs More Santas,’ is a tribute to the magic of Christmas. Small acts of kindness can have a significant impact, and that’s what Santa, and Coca-Cola, embody. We encourage everyone to embrace their inner Santa this holiday season.”
‘The World Needs More Santas’ was directed by Pontus Lowenhielm through Pulse Films.
Agencies: WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.
Director – Pontus Lowenhielm, as part of the directing collective Traktor.
Production Company UK – Stink Films
MD/EP – John Chad
Line Producer – Lucy Gossage
Production Company Bulgaria – Icon Films
EP – Millen Nickolov
Editorial – Final Cut, London
Editor – Rick Russell
EP – Michelle Corney
Offline Producer – Nikki Porter
Postproduction – VFX, Grading, Finishing – FrameStore, London
Creative Director/VFX Supervisor – Kamen Markov
Post Producer – Alexia Paterson
Audio/ Music
WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.