I, on the other hand, loved it.
It reminded me that there are moments of pure unadulterated joy in our world and it made me a want to drink a Coke.
I loved the fact that pretty much anyone who works in our sector would have at first thought the ad was actually for a charity (anyone else expect to see a Race for Life logo at the end?)
When I first saw it I was convinced it was another bad charity ad.
As Isobel said, it falls short of saying anything worthwhile. But I think Coke can get away with it, they only have to sell fizzy drinks.
A charity ad, on the other hand, must never fall short of saying something worthwhile or showing me how I can do something.
Too many charity ads don’t clearly show the problem and the solution and exactly what I can do to make things better. And because of that they fail.
And if you are a fundraiser or charity marketer reading this and feeling a bit miffed that Coke is stomping into our territory, then good.
It’s a reminder that we all need to work a lot harder to get our message over to an audience being wooed by feel good ads from the likes of Coca Cola.
Now, if you aren’t sick of Coke, then have another watch of their wonderful 1971 ad, I’d Like To Teach The World To Sing.
PS. I’ve used a Pepsi logo to create a bit of balance on what is becoming a Coke heavy blog. At Open we also drink other popular fizzy drinks.
A few weeks ago, I stumbled on this advert, which stopped me in my tracks – although probably not in the way its makers were hoping for.
The children’s choir, ‘running for cures’ and random acts of kindness convinced me, right up until the end, that I was watching an advert for a charity. So Coca-Cola’s logo in the final few seconds was jarring to say the least.
Of course, a philanthropic, saccharine tone isn’t unusual for big brands like Coke. And it’s easy to feel warm and fuzzy about it. But the whole thing left a pretty sour taste in my mouth.
So, why? Well, the uproar Coke has caused in its sponsorship of the current winter Olympics – and its total silence in the face of Russia’s anti-gay laws. This advert causes its share of controversy for dropping the scene showing the gay marriage in Ireland. It’s spineless on both counts – you’d hope that if they wanted to make a statement they’d at least stick to their guns.
What I also found unsettling was the total appropriation of language, imagery and tone that a charity would use.
It’s flattering that corporations are lifting messaging that shows they ‘believe in a better world’. And we know that appealing to people’s emotions are crucial – not only do emotions have an impact on the decision-making process, but they have long term impact. And our sector is, after all, about long-term loyalty – which we know leads to legacies.
What Coca Cola really fall short of is saying anything worthwhile. Ultimately, all they’re saying is ‘Life’s not too bad, look on the bright side’. And whilst that’s nice, shouldn’t it be about enacting some real, positive change?
…are two year 10 work experience students from North London. They’ve been with us for a fortnight and it’s been a blast. There’s a problem though. I haven’t been made a single cup of tea. They’ve been too busy. Here’s how…
You get away from school for two weeks and you learn how the adult world works, what could be better than that?
Then you go back to school afterwards and everyone starts asking you, “what have you learnt?” Well, it all depends on the place you’ve been working at, what skills you have picked up and the people you’ve been working with. I’m glad to say that when I go back to school I will have a lot to say about what I’ve been doing. Unlike my friends working in shops or cleaning cars.
When I started I didn’t know what fundraising companies were and now I know what they do and stand for. I was taught how to make an outdoor ad (below left) and how to get from an itch to a scratch. I learnt how mobile fundraising works and how to persuade people to give. I have also learnt how fundraising companies help charities to raise more money.
It’s been a wonderful two weeks here at Open and it wouldn’t have been possible without the people working here. If I had the chance I would stay here longer, thank you.
“Choose a job you love and you will never have to work a day in your life” – Confucius
They say sometimes you just get lucky. And that’s exactly what happened when I stepped into a business which shaped my idea of the word ‘fundraising’. Being sent out into (as my teachers like to call it), “The World of Work” was rather intimidating to begin with, as I was being forced to jump in headfirst. However, I learned more than I could ever have figured out for myself when in school…
From learning that I could carry more than two Sainsbury’s bags and twelve glasses in one go, and that I was allowed to be let loose in the kitchen, to learning how to create my own ad (above right) so that it actually, (I mean actually), works, I had more food for thought than I could have ever imagined – and I was fascinated as to how much effort goes into just one piece of work.
I used to see offices as dreary, gloomy places, with nothing but people and their vacant stares, but just like all myths, this one soon got busted too. I found myself working with all types of people who made me feel as if I were right at home.
Sadly, all good things must come to an end, and I shall be transforming back into the attentive student I thought I always was. Though I’ve learned a few things during my time here at Open, and those would be things that, on a daily basis, I (as so many other people do) overlook. I never took notice as to how each charity approaches fundraising in a different way, or how giving a small amount to someone in need makes all the difference. Most importantly, a skill for life that I thought I could live without was that I could do everything by myself. But, the truth be told, working in a team is more rewarding than working by yourself, since together everyone achieves more.
That’s all from us.
Armands & Rabia