by Irina Donici
The “Security Cameras” Coca Cola commercial was created by Landia Production Company. The team consisted of Martin Mercado, Martin Goldberg, Damián Garofalo and Silvio Caielli. The commercial was ordered by Coca-Cola Company in order to enhance the awareness towards their main product.
This advertisement targets ordinary people of all ages, backgrounds and religions. The people surprised in the 91-second commercial are shown both in everyday occurrences as well as in extraordinary circumstances. The background song is called “Give a little bit” and was composed by Roger Hodgson. The message of the song is obvious from the title, while the images show ordinary people doing positive things, whether it’s helping a total stranger, or protesting peacefully, hugging a friend from a totally different culture, or just blowing off steam by dancing in the middle of the street or goofing around while working in a department store. This is a better world, devoid of hatred, egocentrism, sexism and war, a happy world in which people get to be children again every once in a while – but not immature, or maybe even heroes – without expecting to be praised as such.
The technique used to try to persuade the viewer into buying Coca-Cola products is associating the Coca-Cola bottle at the end of the commercial with the sense of fulfillment and happiness experienced by the people in the footage after doing something helpful, useful or just plain silly. The idea is that all these positive actions are rewarded with a Coke, and possibly that Coca-Cola Company is encouraging people all over the world to be better in everything they do, on a day-to-day basis.