After watching those endless episodes of 007, Mission Impossible or the Bourne series, don’t tell me that you’ve never dreamed of being a secret agent yourself. With the release of the newest episode of the 007 series entitled Skyfall in UK on Oct. 26, Coke Zero is offering everyone the chance to become James Bond for 70 seconds. Well at least that’s what the commercial shows. Check it out here:
It all happened in a train station in Belgium. What’s more to the vending machine routine was a task to get to another Coke Zero vending machine at another platform in 70 seconds to win a movie ticket to the 23rd episode of the 007 series. Undoubtedly it’s never easy to be a secret agent. The escalators were never clear. And there were always a dog walker with a bunch of dogs or spilled oranges and boxes to block your way. Even if you had made your way to the other vending machine in 70 seconds, there was still one last task waiting for you at the destination. You had to sing the James Bond theme song to finally win the ticket. Fortunately it got a lot easier when all the nice people were singing with you. The movie ticket finally came out and it’s the end of the story. The whole plot echoes perfectly with the Coke Zero tagline “Make It Possible”.
This cross campaign for Skyfall and Coke Zero entitled Unlock the 007 in You has gone viral on the web. First of all, it’s cool. Who wouldn’t want to become James Bond even if it’s just for 70 seconds? It’s always tempting to challenge yourself with some mission impossible. In this sense, it fulfills some sort of movie fantasy in everyone. Moreover, while watching those funny encounters on the participants’ way to the destination, you might wonder on a second thought if all this was just a fiction or a documentary. It shouldn’t be hard to come up with a conclusion if you think rationally. And yes it’s all stunts. But does it matter whether it’s fake or real? We are all well aware that movies aren’t real but a lot of times we still find ourselves inevitably trapped in the fantasy. Therefore, it’s a smart campaign as long as it links Coke Zero with the coolness of 007 for consumers.
Here’s a new commercial of this partnered campaign. It looks like the hero manages to accomplish another mission impossible, only that this time it’s a more clichéd plot.
It’s not a first-time partnership between Coke Zero and the 007 series. This is the ad for the promotion of the Quantum Of Solace episode from a year ago.
It’s fair enough to say that the one from last year is more abstract but visual while the new one this year is more concrete and sticky as it tells a story with humor. Now do you feel like trying a Coke Zero or buying a movie ticket? Will this campaign boost the sale of Coke Zero or raise the box office numbers of Skyfall? Hopefully it’s a win-win situation. We’ll see.