Monday, December 25, 2006

This is Australia

Part of the reason The Snowman, from my last post, seems so mystical is because Christmas time in Australia has nothing to do with snow. I don't think I've ever seen a snowman.

For me, it's all about firing up the barbie in 40 degree heat and drinking beers.

There's been no better ad that typifies how different things are in Australia at Christmas time versus Europe than the Coke one from 1998. Features Gangjagang, incidently the very first CD I ever bought (it was either that or Genesis, Abacab).

I know this ad's not a Christmas ad, but it captures that feeling of heat and thirst and being with mates as you kick back over Christmas (even though I just spent Christmas Day in sub-zero temperatures in Melbourne yesterday!).

It's a classic problem/solution ad that also delivers the emotional benefit so well.

If they ran that ad today, straight off the rack, Coke might even go some way to delivering a relevant message for once to anyone of the age of 30. Like they do in Africa.

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