The art world at the center of Masterpiece, Coca-cola's new international commercial

Coca-Cola presents its new international commercial, "Masterpiece." It takes place in a museum, in which the brand's iconic bottle goes in and out of historical masterpieces and contemporary paintings.

The scene takes place in the hall of a museum where students are intent on copying the works on display, followed by the teacher who moves around and monitors the development of their work. All are drawing except one, who just cannot find inspiration. But a virtual dance develops around him that will eventually save him. So begins Masterpiece, Coca-Cola’s new global advertising campaign, in which the iconic bottle enlivens the art world through a dance that goes around the world(video here). It all starts with Divine Idyll (2022), the Cubist painting by French painter Aket from which an arm reaches out to grab the Coke bottle portrayed in Andy Warhol’s famous 1962 Large Coca Cola . He pulls it from the canvas and the dance begins, winding through the paintings of the artists who have portrayed the brand’s bottle and its details over the years.

One by one, the characters featured in the canvases come alive, grab the bottle, and pass it around in a virtual tour through the canvases scattered in museums around the world. From Vincent van Gogh ’s The Bedroom at Arles (1889) to Stefania Tejada’s Natural Encounters (2020), from Wonder Buhle Mbambo’s You Can’t Cure Me (2022) to William Turner’s Shipwreck of 1805.And again, from Jan Vermeer’s The Girl with the Pearl Earring (1665) to Edvard Munch ’s celebrated Scream (1895), from Vikram Kushwah’s Falling in Library (2012) to Hiroshige’s Edo Views (1858).

Eventually the bottle lands beside the student who, overwhelmed by all those cultural stimuli, finds inspiration and begins to draw.

Enriching the film and completing the gallery are the works When you confuse memories with imagination by Michael Vincent Manalo, Couleur Additive Série Irene by Carlos Cruz-Diez, I don’t want to straighten my hair by Zena ASSI, Jeanne Hebuterne in yellow sweater (Amedeo Modigliani), Medea by Tedo REKHVIASHVILI (2022), Still Life with Plate of Fruit by Paul Cézanne, Poppies near Argenteuil by Claude Monet, Coffee at Arles by Vincent van Gogh, Silence by Tamar Khmiadashvili, Lady of Shalott by John William Watherhouse.

The film is inscribed in the ’Real Magic’ brand platform and was produced by the consulting firm Blitzworks with creative direction by Ajab Samrai, from Wpp’s OpenX unit, under the guidance of agency David. It was directed by Henry Scholfield for Academy. "Masterpiece" also includes an online gallery featuring interviews with emerging artists, 3D ooh formats and a series of digital collectibles.

The campaign will launch this month in Latin America, followed by Asia and other markets later this year.

The art world at the center of Masterpiece, Coca-cola's new international commercial
The art world at the center of Masterpiece, Coca-cola's new international commercial

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