Coca-Cola, whose advertising is
best known for schmaltzy images of Americana, has nude
youth frolicking on the beach in its latest TV
campaign being aired in Italy.
But this being Coca-Cola, the
party takes place at midnight, with only car
headlights illuminating the scenes of skinny dipping.
And in the close-up shots, most of the young women
have their arms strategically placed to cover their
breasts. Bare buttocks can be seen.
The Italy-only spot for Coca-Cola
uses an off-screen narrative voice and images of young
people having fun to connect the soft drink icon with
In the spot called "Night Swim,"
created by the Milan offices of Interpublic Group of
Cos.' McCann-Erickson Worldwide, most of the
characters run nude into the lake, which is lit only
by the headlights of their cars.
One young male remains on shore,
though, in silhouette, dancing in front of the car
lights. The female narrator reads in a dramatic voice,
"It's the first time that I've done it, the midnight
swim. It's not a problem for me, but there is always
something that is a problem for you. Heh, heh -- it's
so true, sooner or later in life problems undress
themselves" -- a play on words referring also to the
The ad features the
English-language tagline for the Coca-Cola campaign,
"Life tastes Good," plus the company's Italian Web
page address: www.cocacola.it.
The spot will air on all of
Italy's national TV networks -- the state-run RAI
networks, Mediaset networks and the new La 7 network
-- plus some regional TV channels and in cinemas.