Creativity

Football Heroes Bring Rival Fans Together for Coca-Cola

It's Ultimately About Brotherhood

By Ann-Christine Diaz. Published on Aug 18, 2015

Editor's Pick

Coca-Cola's "Share a Coke" campaign hits Saudi Arabia in a tale uniting long-time rivals, "Derby Al Riyadh." The new film launched on social media follows two groups of rival football fans, one that supports the country's soccer champ Sami Al Jaber from the team Al Hilal, and another that follows football hero Majed Abdallah of Al Nasr.

The new film, created out of JWT Dubai and directed by Jad Aouad of Forward, plays up their competition, asking the opposing fans their thoughts about each other's heroes. As the video progresses, we see the strength of the fans' passion as they continue to talk down and criticize the skills of the rival football heroes.

Coke, however, gives the fans the once-in-a-lifetime experience of meeting Mr. Al Jaber and Mr. Abdallah -- but, as you'll see in the ad's finale, there's a catch.

In the end, the rival supporters must come face to face with each other before meeting their champ and his competitor -- who in a suprise move, share a Coke together. As one fan observes, "At the end of the day, we're all brothers and football can't divide us."

We wanted to showcase that while on the surface football rivalries in Saudi Arabia seem to be extreme, deep down it's all about a common passion for football," said Tolga Cebe, marketing manager Coca-Cola Middle East in a statement. "By tapping into that passion we wanted to remind the public that when you share a Coke, you share moments of happiness, no matter which football club you support."

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About

Credits

Date
Aug 18, 2015
Agency:
JWT Dubai
Chief Creative Officer:
Ramsey Naja
Client:
Coca-Cola
Director:
Jad Aouad
Production Company:
Forward

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