“You don’t know what it’s like”— Coca Cola ad reaffirms the beauty of having little children


By Dave Andrusko

padrescocacolaTalk about the perfect ad for our son and daughter in law and their new baby (their second)! But, on second thought, this Argentinean Coca Cola ad is for anyone who is a parent, has ever been a parent, thinking about becoming a parent, or who is amazed by parenthood.

You absolutely have to take one minute and one second out of your busy Christmas season to go to www.youtube.com/watch?v=UyAN0UUNfIc.

Blogger Jeff Beer explains that this is an ad by Santo Buenos Aires and director Pucho Mentasti for “Coca-Cola Life,” which is marketed as a “natural” and “green” low-calorie beverage.

“We were aiming for ‘emotional comedy’ [with this ad],” Santo executive creative director Sebastian Wilhelm told Beer. “The kind that makes you smile and weep at the same time.”

Which, of course, is what life is like with a new baby. What the ad does is reinforce what parents already know: having a baby utterly and completely changes your entire life.

The ad is life-affirming on every level.

We start out seeing the mom showing her husband the positive test results. He is elated and sweeps her up in his arms.

In a nanosecond, their clean-as-a-whistle house is a menagerie of toys and the multitude of items you need to take care of your little one. It looks like a tornado struck (I told you this is true to life).

As he grows, the toddler gets into everything, including munching the dog’s food while on all fours, and hiding under the sink. The dad finds his vintage vinyl LP record soaked in goo, and the next shot is of the little one flipping channels as the exhausted dad tries to catch a few winks. (The demands on the mom are infinitely greater, no doubt, but what makes the ad so cute is that we also get see that an involved dad gets to share in the fun.)

The ad ends, just after the toddler hits the dad in the head with a toy, with a replica of the first scene. The mom has her home pregnancy test in hand, only this time she is looking a tad more (shall we say) quizzically at the positive results.

Just for a few seconds, the dad is stunned and then he sweeps his wife into his arms and their love for their new addition (among the ongoing living room mess) is almost palpable.

No ad like this would be complete without a song playing in the background. It’s “To Love Somebody,” the operative line of which is (as we baby boomers know), “You don’t know what it’s like to love somebody the way I love you.”

Amen, to that.

The URL again is www.youtube.com/watch?v=UyAN0UUNfIc

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