via creativity-online.com
Coke Life, the soda brand's low-calorite, natural Coke version made out of stevia plant extract, debuted in Argentina this summer. It's supposed to be a healthier version of Coke, and comes with a green label, implying nature, vigor and purity. So it's fitting that Santos, in advertising the product, goes for a heart-warming tale about new parents, chronicling their journey from finding that "positive" sign on the test through the interminable nighttime feedings, wanton destruction of property and complete lack of sex life any caregiver in charge of an infant is probably familiar with. The spot is gorgeously done, with some really colorful art direction that's reminiscent of Wes Anderson -- plenty of stark colors and a "homey" feel. Directed by Pucho Mentasti, it features the Bee Gees' "To Love Somebody" -- a track whose vocals are used especially well towards the end, when the dad in the family gets another big surprise.
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