Coca-Cola Gold

This spot first caught my attention a few weeks ago, before the olympics even began.  It makes me smile.  Not because of the birdies or the humorous and subtle ways that a story is quickly developed, but instead I smile because of the melodrama and . . . well, real drama that has happened over the past handful of days during the Olympics.  Despite not getting the gold, poor judging, or shitty weather conditions, this very periodic event serves as a mirror to the world for viewing a superordinate identity.  Although Beijing is the host city, it is [in theory] an event that celebrates people coming together to compete as humans.

And Wieden+Kennedy has shown this with birds.  The tone and the message aren’t about the athletes or the competition directly, but instead show the set-up for the games.  

Where are you?  How do you anticipate each night of games? What do you go through or put up with to prepare a comfortable seat at the games in front of the TV?  

The media and creative decisions in this short spot are great — W+K should (yet again) be proud, and chalk this up as a planning win.