Timeless works of art in Coca-Cola’s masterpiece
Coke literally brings classic and contemporary works of art to life. From Andy Warhol to Vincent Van Gogh, the masterpieces of timeless artists move and act quickly to help an uninspired art student revive his untapped and dormant flash of creativity. The latest iteration of the soda brand’s “Real Magic” platform celebrates their take on uplifting refreshments in the moments people need them.
Images courtesy of Coca-Cola
Van Gogh’s is among the moving artworks for Coca-Cola’s new global campaign Masterpiece Bedroom in Arles (1889), Vermeer’s The girl with the pearl earring (1665), Munchs The Scream (1895) and Warhol’s Coke (1962). The scene starts with the protagonist, an art student, looking bored in a museum with classic and contemporary works of art. His art teacher roams the spacious room to check on her students’ sketching progress. She is about to peek at the protagonist’s blank sketchbook when Aket does Divine idyll (2022) awakens from his pose and rips Warhol’s Coca-Cola off the screen.
The painting tosses it to a sailor at Turner’s The shipwreck (1805), who then hurls the ice-cold bottle at the floating lady at Kushwah’s Fall in the library (2012). She is about to pass it on to the next painting when the bottle suddenly falls down. Lucky Ramadan The hair dryer (2021) comes to life, reaches out and hurls the bottle at Munch The scream (1895). The screaming man’s reflex stops the coke from hurling toward the sea, but pauses as he stares at the bottle in shock, perhaps from the sudden freezing temperature in his warm hand.
Coca-Cola in Hiroshige’s Drum Bridge and Setting Sun Hill, Meguro from One Hundred Views of Famous Places in Edo (1858)
Animated artworks for a creative storyline
Coca Cola The Masterpiece campaign and commercial playfully bring classic and contemporary works of art to life. Munch’s The Scream (1895) throws the bottle of Coke to Wonderbuhle’s You can’t curse me (2022), who is determined to bring the lemonade to the uninspired art student, but momentarily bumps into a bump while spiraling down Van Gogh’s Bedroom in Arles (1889).
Tempted to hurry, he jumps off the bed and expertly throws the bottle at the colossal statue in the center of the museum. He stops himself from moving as the guard looks at him, tipping his hat over his eyes as if to pretend the statue hasn’t moved at all.
Coca-Cola in Wonderbuhle’s You Can’t Curse Me (2022) and Van Gogh’s Bedroom in Arles (1889)
The bottle flies, and before it lands in Tejadas Natural Encounters (2020), the woman in the painting jumps off the canvas and torpedoes to grab the bottle. She hurls it right into Hiroshige’s Drum Bridge and Setting Sun Hill, Meguro from Hundred Views of Famous Places in Edo (1858). Before the bottle sinks to the bottom of the river, Vermeers The girl with the pearl earring (1665) saves it, unfolds it and leaves it next to the art student.
The protagonist looks to the left just in time to see and drink the freshly opened bottle of Coke. The art teacher is coming. The brainwave dawns. In a split second, the art student starts and finishes his sketch. The teacher takes one look at his draft and nods in agreement, an unspoken impression crossing her face. A moment of reprieve has come. The art student turns to Vermeer’s painting, who then winks at him.
Vermeer’s Girl with a Pearl Earring (1665) winks at the protagonist
Coca-Cola as a medium-agnostic muse
Pratik Thakar, Global Head of Creative Strategy and Integrated Content at Coca-Cola, says that Masterpiece is not a story that features Coke. ‘Coke is the story’ he says. “True to the spirit of the brand, a diverse collection of artworks from different genres, regions and generations come together to lift a collapsing teenager. Making human connections and enchanting everyday moments is what Real Magic is all about.”
Coca‑Cola has served as a medium-agnostic muse for decades, with artists reinventing its iconic bottle and brand attributes. Warhol’s authentic celebration of the work provided the starting point for the film, which curates a creative collision of centuries of art movements and masters, past and present.
Aket’s Divine Idyll (2022) snags Warhol’s Coca-Cola (1962)
Coca-Cola in Kushwah’s Falling in Library (2012)
Coca-Cola in Ramadan’s The Flow Dryer (2021)
Matthew Burgos | design boom
March 13, 2023