TV still
Mean Joe Greene
Coca-Cola · 1979
- Agency
- McCann-Erickson
- Campaign
- Have a Coke and a Smile
Analysis
A child holds a Coca-Cola bottle in a stadium passage in the Mean Joe Greene commercial. The drink becomes a small offering between a fan and an athlete.
Gift exchangeHuman connection
Why it worked
The bottle provides a clear reason for the encounter. The young fan gives the sporting figure a relationship beyond his public performance.
Lesson
Let the product help two people make a connection.
Image source
© Coca-Cola. Shown for study and commentary.
Not affiliated with or endorsed by Coca-Cola.