Co.Create

This New Coke Ad Totally Captures The Reality Of Early Parenthood

The Argentine commercial shows the ups and downs, stains and sleeplessness of it all.

Having a kid is much more than bringing another human being into the world. It's also about getting a small, demanding, disgusting new roommate who completely changes every aspect of your life and pushes you to the fraying edges of your own sanity.

This new ad by Santo Buenos Aires and director Pucho Mentasti for Coke's natural Argentine concoction gets past all the ooga-ooga-boo-boo cutesy baby talk and right down to some of the uglier parenting realities. Individually, these moments can appear terrible and make you wonder how and why humans have kept on making more humans. You can see it in the Dad's face.

"Having children is not just life's most important moment, but the ultimate test to connecting with your best side," says Santo executive creative director Sebastian Wilhelm. "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' [with this ad]. The kind that makes you smile and weep at the same time."

After all the screams, stains, and sleeplessness, the spot also artfully illustrates how the cumulative effect of all this chaos is actually, and somewhat inexplicably, love and joy.

Makes you want to hug a kid. And hide your record collection.

Add New Comment

357 Comments

  • I loved this! My bet is though, that they will never show it in the States because they will cow-tow to the anti-children, anti-family crowd. A real pity. Great commercial.

  • Emma Ligot Geronsin

    I have watched this video for the umpteenth time and I still laugh and get teary eyed each time. As a young parent, I thought life would never get sane again. Looking back, I would go through those times again in a heartbeat. A toothless grin, the wide-eyed look of surprise and bewilderment in a toddler's eyes at Christmas.... there isn't enough space to list them all....priceless!! I grew up with Coca Cola and have always associated this product with good times whether with family and/or with friends. My basement is decorated retro style and has a good number of Coca Cola furniture, posters, cooler etc. spread all over the place. I love it!

  • Mummy of 2

    I love this, cos it's so close to the truth, and you would do it all over again in a heart beat. I think that's why it was trying to get to, showing everything they go through, then see how happy they are to have number 2 come. I think his first reaction was done that way so viewers thought he was freaking out, but really he was happy

  • Philly

    I saw loved this commercial for a number of reasons. First, of all, I tell all expecting parents that once that little tiny person comes home.. They take over. They truly upset the applecart and it is so subtle. Next, I think it is adorable how children explore and learn and when it is supported by loving parents that's when we help produce independent and creative citizens. I don't know why people are being so negative this is a beautiful commercial showing how life is so complex but yet beautiful. Tell the writer he did an amazing job pulling out all these emotions... My daughter is turning 16 and I still remember it like yesterday, especially her kicking me in the bed. She was the only one got a good night's sleep and my hubby moved to the spare room for a bit. LOL... and yes, we stopped at that one.

  • Kittie

    It is a great capture. Before the first one you are just crazy happy because you don't know… After you know… you know real fear. It is that real fear that flits across his face for a split second before turning to joy. Perfectly played.

  • Linnea

    My youngest will be One tomorrow and I've been crying on and off for a week and tonight I lost it knowing I put an 11month to bed and when she wakes up she'll be One. It's already going by way too fast! I love both of my girls with all my heart and wouldn't change it for the world!

  • monisha

    Brilliant one! I just saw the last so many years of MY life flash before me on the screen.

  • polohein

    Moral of the story: if you give your kid Coke, it'll be hyperactive and ruin your life

  • Andrew Alabiso

    Don't you understand that this a new product called Coca-Cola Life (ie green label) that is naturally sweetened with a Stevia leaf? Give the company credit for trying to meet the health needs of today's consumers without sacrificing good taste. So negative people are sometimes.

  • AUSSIE

    one minute your changing nappies, um diapers, next minute your lying awake wondering if the car keys are going to return in time for you to go to work!

  • Carrie Singer

    Great ad for a bad product. As kids, we only got coke when my parents had a party, and then only a 6 oz. bottle.

  • Andrew Alabiso

    Don't you understand that this a new product called Coca-Cola Life (ie green label) that is naturally sweetened with a Stevia leaf?

  • Notnuttslikeyou

    Coke is not a bad product, parents who give kids coke are but that's not what this commercial wan about. Anything in moderation is okay for you. It's people who drink a 12 pack a day that have issues. Trust me I eat quinoa and kale too but having a coke every once in a while is not a bad thing. Relax a little, better yet have a coke and a smile.