The hits keep on coming for “Security Cameras,” a Coca-Cola ad highlighting the under-celebrated good deeds taking place around us each day.
TED included the 90-second spot on its 2013 list of 10 “Ads Worth Spreading,” which recognizes innovative and intelligent advertising people want to see and share with friends. It also was recognized at the 2012 Cannes Lions International Festival of Creativity and El Sol, Latin America’s preeminent ad festival.
“Security cameras around the world capture some of the lowest moments in human behavior -- but, they also capture some of the most beautiful,” TED posted on its website, calling the Coke ad a “sweet reminder that kindness, bravery and love are everywhere.”
Coca-Cola Latin America created “Security Cameras” as a follow-up to 2011’s “Reasons to Believe” campaign, which demonstrated that the good in the world far outweighs the bad. Security cameras stood out as an unconventional, but effective, storytelling device.
“Their very existence seems to imply that the world is a scary, dangerous place. But they capture real life, and we know that real life is not full of bad people,” Guido Rosales, director of advertising strategy and integrated marketing communications for Coca-Cola Latin America, wrote in a Coca-Cola Unbottled blog.
One life-saving act captured on camera, in particular, inspired the concept of the film. In a viral video from Argentina, a young man on a motorcycle is seen rushing to push a stalled car off the train tracks, narrowly avoiding a collision with an oncoming train.
“This resonated with us because it’s powerful, emotional and hits you in the heart,” Rosales explains. “And we had to wonder how many more examples like this were simply flying under the radar.”
Creative Director Martín Mercado and his team, along with production company Landia, launched an exhaustive search for equally inspiring examples of happiness and heroism. After combing through clip after clip online and identifying a few possibilities, they began tracking down the people in the videos. In most cases, they were able to secure rights to use the original footage, but a few scenes had to be recreated.
Mercado and his team found cheeky and clever ways to underscore the irony of security cameras capturing the best of humanity as opposed to the worst. The film juxtaposes images with witty captions like "people stealing kisses" and "attacks of friendship," and Roger Hodgson's version of "Give a Little Bit" provides a fitting soundtrack.
Coke posted the spot on YouTube in June 2012 and promoted it through Coca-Cola Facebook pages across Latin America.
“And it just took off,” Rosales explains. “Within weeks, it had racked up more than 6 million views from every corner of the world. For us, this viral success was further proof that there are reasons to believe in a better world. And sometimes they can be found where you least expect it.”
“Security Cameras” – which made its U.S. debut during the Big Game telecast on Feb. 3 – has aired in more than 40 countries.