As an element of the launch campaign for the new Coca-Cola Life in Argentina and Chile, a 60-second TV spot was created by Sebastian Wilhelm, creative director of the Santo agency in Buenos Aires, and directed by Pucho Mentasti. Just a month after it first aired, the spot won praise in the international media, millions of visits on YouTube and endless buzz in social media.The Coca-Cola Life spot captures the essence of fatherhood, with all the good times and bad that go with it, which is what made the spot go viral, with more than 3 million sightings on YouTube during its first month.Coca-Cola Life began broadcasting after five years of research, and is the first version of the line sweetened with stevia and sugar instead of aspartame. Life has 36 calories per 200 ml, 60 percent fewer calories than the original Coke, and will share shelf space with Coca-Cola Light and Coca-Cola Zero.”Coke Life is a new kind of Coke. We’re just starting to build this brand, setting up its world, its tone of voice. We were aiming for emotional comedy the kind that makes you smile and weep at the same time Sebastian Wilhelm said.
