In 2006, Coca-Cola released the “Happiness Factory” commercial to illustrate the brand’s new pitch, “The Coke Side Of Life”. The 60-second spot starts with a young man throwing a coin into a vending machine. Unbeknown to him, the ordinary coin transports the viewer into a psychedelic fantasy land full of animated characters. The coin plunges down a waterfall, which is the cue for a squadron of helicopter pigs to hoist and empty Coke bottle to a towering filling station. A blue soldier with a gold tooth attaches the cap, and the bottle is kissed farewell by fluffy “love puppies”. The process of chilling the bottle involves blasting a snowman with a fan as it passes by. When the bottle arrives at the delivery bay, the characters greet it with a carnival, firing themselves from canons with joy. Then the bottle rolls out into the real world. In the final scene, the young man takes his Coke from the slot. As he leaves, he turns briefly back to look at the machine. Did he hear a faint music? Maybe not – he shrugs and goes on his way.
Katie Bayne, Senior Vice-President for Coca-Cola brands in North America says that: “it was important for us to re-establish why you love Coca-Cola….We started to focus on the glass bottle and the idea that Coke is about happiness in and around the bottle.” Hunter Hindman, Wieden+Kennedy Art Director adds: “We liked the idea of a coin taking you into a fantasy land full of wondrous characters and spectacular landscapes. The vending machine literally delivers happiness in a bottle”. This campaign has gone onto win numerous awards, including a “Silver Lion” at the 2007 Cannes advertising awards, the “Grand Prix Gold Prize” at the 2006 Epica Awards and most recently a nomination for a prime time commercial “Emmy” in the United States. Building on the success of the original, a new “Happiness Factory” commercial is an epic take on the original commercial, that is just as stunning, and even more lovable than it’s predecessor.
