可口可乐回来了。

伴随着疫情的全球扩散,可口可乐暂停了很多营销活动,转而向零售和社区提供更多实际帮助。而时至年中,当疫情最猛烈的攻势过去,人们最初的恐慌、不适逐渐散去,与疫情相伴的生活成为一种“新常态”,可口可乐觉得,是时候重新站出来说些什么了。

与创意机构72andSunny及口语艺术家George the Poet合作,这个品牌带来了一支令人心神振奋的广告。

疫情期间,大家最大的希望不外乎简简单单的“回到从前的正常生活”。

但是,事实就是,经此一疫,我们无法回到从前,失去的不可能再回来,已损失的也只能是尽力弥补。但可口可乐要说的,不是这些令人悲伤的改变,它想更多诉说的,是希望和未来,是这个巨大阴霾中,我们能够寻找到的帮我们更好向前的动力

我们不必执着于从前,从前或许多多少少也有不足。

我们会抱怨工作没有价值、城市过分拥挤,不想去上学、讨厌老师,匆匆于各目的地之间辗转而忽略了途中的风景;我们无暇思考梦想,没时间发掘自己的隐藏技能,忘记给家人更多陪伴和关心……

所有这一切,可能都会在疫情以后,有所改变。

“回到从前”本身就是个伪命题,流过的时间、经历过的事,不管多细小,始终会在我们身上留下痕迹,只不过有些事,我们刻意去记忆,有些则潜移默化进糅进我们的生活,悄悄改变了我们与世界相处的方式。

“我们想用一种不同的、积极的方式来看待我们即将面对的新常态下的生活”,72andSunny的副创意执行总监Laura Visco如是说:“不确定性的美妙之处在于,它让我们有史以来第一次要去决定所谓‘正常’的样子,以及我们想让它变成的样子,这是有史以来第一次。这很令人兴奋。”

我挺喜欢可口可乐这首诗,它没有硬邦邦地给你塞正能量,没有大起大落的情绪或强力的呼喊,而是暗藏一股柔劲儿,在这后疫情时刻,托着你向上看、轻推着你向前走。

最后,一起来看看George the Poet这首诗的完整版吧(广告中略有删减)

Wait, stop.
Who said we have to go back to normal, back to anything?
What if the new normal ain’t the normal we knew?
And we can’t just do what we’d formerly do.
What if the big change is you and me? What if we choose to be open? And say…
I will never call my job unimportant again.
I’ll never say that teacher’s holidays are too long or that school is dry and I can’t wait to move on.
My ears are not my earphones. What if I listen.
What if I’m missing how bright your eyes glisten.
What if I just smile a bit. Travel less and love every mile of it.
What if I believe in the change my cooking, my music can do.
And what if I don’t dance, but just for you I might give in to the rhythm soon.
What if I refuse to be a stranger in my own living room.
And I’ll learn my lesson from a bad memory, and I’ll keep social distance from bad energy.
And I’ll prove that funny beats sexy any day.But I’m still cute, anyway.
What if my dreams never take the backseat again? What if I’m there whenever you need a friend.
What if I celebrate my skin, my body, my hair, every day! Even Mondays.
I won’t waste another minute without you.
And I’ll stand by every word I say, I’ll make my vote count, make my voice heard today.
I’ll never say this city has too many tourists again.
I’ll lead, like a woman.
I’ll have a family of dozens. Give my little nephews and nieces some cousins.
I’ll stay right beside you. I’ll say Yes, Yes, Yes, I do.
I’ll never forget how much stronger we are together. I’ll carry that in my heart forever.
We’ll weather this storm.
So I’ll be…
Open like never before

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