Coca-Cola - Swimming Elephant (1994)

 Coca-Cola - Swimming Elephant (1994)

https://www.youtube.com/watch?v=N4V6TUOVImg


Theory: The Magic of Meaning


In 1994, a swimming elephant became the unusual star of a Coca-Cola ad, which became a much more intriguing part of their legacy.


The audience is invited to suspend disbelief as the elephant gently paddles above coral and schools of little fish until it comes across a sunbather on a raft holding an ice bucket of diet cola. The elephant throws a few peanuts onto the raft, wraps its trunk around one of the two bottles, and swims away without interrupting the sunbather's reading.


Last year, Diet Coke dropped the "Just for the taste of it" jingle and has been gaining a lot of attention with its "hunk" campaign, in which female office workers drool over a shirtless construction worker. Coca-Cola Co., however, has been looking for novel advertising tactics for all of its brands under a new management team.


Fallon McElligott, a Minneapolis ad agency known for its straightforward, often offbeat approach that is heavy on visual images and light on words, created the elephant campaign.


It was designed to be strange in order to stand out.


The task given to Fallon McElligott was to make advertisements to promote the company's contour bottles for Coke Classic and Diet Coke.


Our art director Dean Hanson wanted to replicate an image of Indian elephants, which are utilized as working animals, swimming for enjoyment that he had seen years ago on a TV nature show.


"There's a link between the elephant and the audience, because the sunbather doesn't have any communication with the elephant," he said. "It shows that the elephant goes to great lengths for refreshment."


Elephants adore peanuts, which are exchanged for diet coke. Peanuts are high in fat.


Conclusion: Commercials that rely on compelling visual pictures rather than wordy, hard-sell scripts are easier to export around the world, and Coke aims to do so with this commercial. The spot will soon be available on worldwide markets.

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