It’s not often that you can snag an Oscar-winning director for your commercial but, then again, directing a Coca-Cola Christmas advert is not an everyday occurrence. The adverts have become synonymous with the festive period and now the soft-drink giant has looped in acclaimed director Taika Waititi to help out.
The advert premiered this week and has Waititi’s directorial hand guide it to glory. The acclaimed director behind Jojo Rabbit, Thor: Ragnarok and What We Do In The Shadows proves he can handle himself with short form work too. You can watch the new ad below.
Waititi’s advert is far from the usual convoy of Coca-Cola trucks with a winking Santa proclaiming that “Holidays are coming,” instead, using the fragility of the year to highlight a more emotionally led affair.
“This Christmas, give something only you can give” is this year’s tagline with Waititi’s advert following a father’s quest to deliver his daughter’s Christmas wishlist to Santa Claus. It’s the perfect kind of heartwarming magic that we all need this year.
It can be easy to dismiss such work from Waititi as commercially driven, and possibly correctly so, but there’s also an element of connection to these adverts that is hard to ignore. Not only have they provided us with a refreshing reminder of Coca-Cola around the holiday season but act as a cultural touchpoint for many families.
With such a terrible year for much of the world, the need this year to have a more emotionally charged project was great. Luckily, Waititi manages to achieve a perfect balance of sweetness and provide one of the best commercials we’ve seen in a very long time.
The advert will begin airing in the United Kingdom in December.