The iconic Coca-Cola polar bears have returned, and they’ve brought along a few penguins to celebrate 25 years as the beverage’s winter mascot.
Coca-Cola’s latest Christmas campaign, ‘Christmas Rules,’ by David São Paulo, reminds people that everyone has a special role at the Christmas table, even if it’s away from home. In the animated Coca-Cola polar bear family, there’s always room for one more.
The bear family celebrates the season in style – the decorated tree, the supper arrangements, the welcoming of guests and the selfie around the table. The action finds a young polar bear building a snowman, subbing the carrot nose with a Coke cap, then cooks the carrot with a parent bear. Each scene has a little lesson for the holidays, from “everyone takes part”, “when you need it, ask for help” and “don’t let your traditions fade away”. The scenes also find the bears lighting their polar home, waving to vacationing bears on their tablets (apparently they have wifi), and inviting their penguin friends over for Christmas dinner. The spot uses a holiday version of Phillip Phillips’s song, Home.
The short film including a 3-D version of the tale, was produced by Vetor Zero. The new short film is also a sequel to the previous campaign, in which human families revealed positive values behind household rules, looking closely at the role of care in family relations.
“We’re bringing back the Coca-Cola Bears to talk about ‘Christmas Rules’, which is a follow-up campaign to our ‘Household Rules’ campaign from earlier this year,” said Rafael Donato, creative vice president at David São Paulo. “In order to capture these spontaneous moments, our production team spent the week at the North Pole with this beloved family. It was pretty cold up there, but the Bears made us feel right at home,” he kidded.