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RebeccaDiMarco
ProfessorLudwig
English101
22March2016
CocaColaOpenHappiness
Whenseeingadsoracommercialathome,whetheritbeforcars,makeup,orfood/drinksthe
advertisersgoalisoftentotrytopersuadeusbyusingnature.Advertisersexpectthatwewill
feelamorepeacefulandcalmsenseandmakeaconnectiontotheirproduct.Whenweseethese
adsthatincludethebeautyandcalmnessofnature,webelievethattheirproductswillbringus
thequalitiesofnature.Intodaysworldweknowthatsodaissugarfilledandreallynotgoodfor
us.Thereisalotofpressureonthesodaindustrytochangethatperceptionsothatourfocusis
notonthesodaitself,butthepeacefulfeelingthatwegetsurroundedbynaturewhileenjoying
thiscool,refreshingdrink.
CocaCola'sNaturecommercialpersuadesitsviewerstochooseCoca
Colaproductsbyassociatingthebeautyofnatureandtheconnectionwehavewiththerefreshing
experienceofdrinkingtheirproduct.

Thecommercialstartsoutwithbirdschirpingandnaturesoundswithamanlyingona
checkeredblanketonthegrassunderatallshadedtree.Withthemanontheblanketisapicnic
basketandnexttohim,onthegrass,theviewercanseeanunopenedbottleofCocaCola.The
manisasleepandlooksverypeaceful.Inthedistance,youcanseealotofothertrees,children,
andfamiliesenjoyingtheparksetting.Thecamerashotchangessothatyouarelookingabove
fromthebottombladesofthelong,greengrass.Violinmusicbeginstoplayandyouseea
ladybugsittingontopofthebladeofgrass,lookingupatthebottleofCocaCola.Theladybug


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fliesovertotheCocaColabottleandlandsontopoftheredtwistoffcap.Thecamerapansback
tothebladesofgrass,whereyoucannowseeseveralgrasshopperswatchingtheladybug.The
violinmusicbeginstopickupandsuddenlythereisaswarmofbeesthatjointhegrasshoppers
andtheybothbegintoflyaroundthesleepingman,ignoringthemanandthefoodinthepicnic
basketandtheylanddirectlyontheCocaColabottle,knockingitover.Theviolinmusic
becomessofterasabutterflylandsonthesleepingmansnosewhichhebrushesoffwithout
wakingup.ThebeesandthegrasshoppersrollthebottleofCocaColaawayanditrollsintothe
pondlandingontoalilypad.TheCocaColabottlecontinuestostreamdownthepondwiththe
helpofthebees,grasshoppersandtheladybugwhoareridingontopofthebottle.Suddenly,the
bottlegoesdownasmallwaterfallandlandsinbetweenthebranchesofatree.Theviewercan
seealargegreenwormhangingfromastringanditpropelsitselftowardsthebottle,looseningit
sothebottlespringsfreefromthetreebranchesandlandsontoagroupofdandelionsandpetals
thatallscatterintheair.Theviewercanseewhatlookslikealargerhinocerosbeetlecoming
fiercelytowardsthebottleasthemusicbecomesdarker.Thebeetleopensthebottlecapwithits
hornandyouhearthecrackofthecapcomingoffandthehissofthecarbonationreachingthe
surface.Thissoundwakesthemanupandhereachesforthebottlethatwasoncerightnextto
himandisnowjustagroupofbutterfliesthathaveformedtheappearanceofaCocaColabottle.
Assoonashishandnearsthebottle,theyallflyawaywhilethemusicchangestoreflectthe
butterfliesscattering.ThenextscenegoesbacktowheretherhinocerosbeetleopenedtheCoca
Colabottle.Thebottleisnowlyingopenonitssidewiththecontentspouringoutperfectlyonto
ameadowofyellowflowers,grassandleaves.Theviewercanseetheyellowflowersstartto
bloomwiththeswarmofbees,dragonflies,butterfliesandladybugsflyinghappilyaroundthe


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meadow.Attheendofthecommercial,youseetheredladybugflyingtowardsthecamera.The
ladybugsredwingturnsintotheredlogoforCocaColaandthewordsOpenHappiness
appearonthescreenasthemusicturnsintotheCocaColathemesound.
ThisCocaColaNaturecommercialmadeuseofnaturesqualitiessuchasinsects,grass,trees,
andwatertoenticetheviewervisually.Thestartofthecommercialshowsayoungmanrelaxing
atapicnicspotsurroundedbybeautifultrees,grass,andnaturesounds.Thisistryingtoconvince
theviewerstorelaxandenjoywhatnaturehasprovidedusandtomakeitbetterbydrinkingthe
CocaCola.Atonepointthecameraanglechangessotheviewerislookingabovefromthe
bladesofgrass.Theviewer'sperspectivechangessothatthebottleofCocaColaappearslarger
thanlife(0:020:04).Astheviewerbeginstoseealloftheinsectscometogetherandworkat
gettingtheCocaCola,thissymbolizesasortofrelationshipbetweentheinsectsandformsa
communitybyhelpingeachothergettheCocaCola.Asthebutterflylandsonthemansnose,
theviewerinstinctivelyknowsthatthebutterflyistheretohelpdistracttheinsectsintogetting
theCocaColabottleawayfromtheman(0:230:25).
TheCocaColaNaturecommercialmadeuseofbothnaturessoundsandviolinmusicby
tryingtoenticeitsviewersandhelpusgetabettersenseofhownatureconnectswellwiththe
CocaColabottle.Thebeginningofthecommercialimmediatelyintroducesustobirdschirping,
whichsymbolizesthatwhenhearingbirdschirping,theviewergetsasenseofhappinessandthe
viewerwillfeelcontent.Astheviolinmusicimmediatelystarts,whentheladybugislookingat
theCocaColabottle,itisapparentthattheexhilaratedfeelingsthatarestirredupatthatmoment
becausetheviewerseessomethingtheyreallyhaveaninterestin(0:020:04).Thereisasenseof
anticipationwhenthemusicbecomesmoreominouswhenthebeetlecomestowardsthebottle


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andopensthecap(0:410:43).Theviewercansensethatanimmediatechangewilloccur,but
theyrenotsureifitwillbeagoodchangeorabadchange.
ThisCocaColabottleisgiganticincomparisontotheinsectsandthebladesofgrass.Itis
presentedaslookingverycoldandrefreshingandbelonginginthisnaturalsetting.Afterhaving
thebeetleopenthecapwithitshorn,theviewercanfinallyhearthehissingofthecarbonation
andthelongawaitedchanceforthetasteofCocaCola.Oncethemanhearstheopeningofthe
capandhissingofthecarbonation,thiswouldsignifythatthesoundisallthatittakesforhimto
wantthedrinkorimpliesthatthehissingsoundofthecapopeningisallthatitwilltakefor
everyonetofeelthatway(0:460:48).Whenthemanreachesforthebottlethatwasnexttohim,
itisnowagroupofbutterfliesformedastheCocaColabottle.Thissignifiesthattheviewer
wouldnotwanttomisstheirchanceinenjoyingacoldrefreshingCocaCola.Asthebottle
knocksoverandpoursoutontothemeadowofflowersandpetals,theviewercanseetheflowers
starttobloomThisrepresentsthatthesodahasbroughtlifetoallofnatureandthescenery
becomesmorebeautifulasaresult(0:480:53).Attheveryendofthecommercialitallties
togetherwhenitshowstheladybugflyingtowardsthecameraandherwingturningintothered
bottlewiththewordsOpenHappiness,whichmeansassoonasthevieweropensthebottlewe
willfeelasenseofjoyorhappinessjustliketheywillfeelwhenweareapartofnature.
ThisCocaColaNaturecommercialpersuadesitsviewersintothinkingthatopeningabottle
willspreadhappinessandsmilestoeveryone.Withthisnaturead,theviewerwillgetastrong
senseofaplacethatwewouldliketobe.Thesoundsofthemusicplayingthroughoutthe
commercialaswellasthesoundoftheCocaColabottlebeingopenedwereveryenticing.It
appearsthatCocaColaperceiveseverythingnatureiscraving.Theuseofthevariousinsectsand


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imagerypersuadestheviewertosmileandalsopersuadestheviewertowanttobuythisdrink.
Whenweareoutinnatureweareexperiencingallthebeautyoftheoutdoors,sightsandsounds
andpeacefulfeelings.Whenaddingthiscoldrefreshingbeveragetothisfeeling,itonlyenhances
thefactthatthisCocaColabelongsasapartofnature.


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WorkCited
Roseenberg,Laurens,dir.CocaColaNaturecommercial.
YouTube
.YouTube,17March2009.
Web.13March2016.