Week 7
The Secret to Happiness
This two minute, thirty second commercial by Coca Cola is longer than most, but I chose it for its asthetic qualities as well as for the purpose of pointing out the contrast concept. The ad is presented in the form of a story narrated by Mario, a 100 year old Filipino. Speaking in his native tongue (the entire piece is subtitled), Mario offers words of wisdom to his great-granddaughter, who is being born at the same time Mario is traveling from his island home to visit her in the city.
Visually, this commercial resembles a film structured in a way that allows the audience to follow Mario and the soon to be born baby's progress respectively. Almost from the start, we are aware of the contrast between Mario's life and that great-grandbaby's. For example, we first see the beautiful tropical island on which Mario resides which establishes the location - the Phillipines. As Mario boards a small boat destined for the mainland, and eventually the airport, we also see Mario's very pregnant granddaughter in a city, on her way to the hospital. When Mario reaches the airport, he is seated in a wheelchair and squired to his flight at just about the time his granddaughter reaches the hospital and is seated in a wheelchair and taken to the delivery room. There is a great sense of expectation throughout the commercial.
Once Mario reaches the city, he is escorted (probably by his granddaughter's husband) to the hospital much in the same way the baby is helped into the world by the hospital staff. The way in which Mario looks at the tall buildings and bustling city gives us the impression that this is all new to him, as it will be to the newborn. When Mario meets his great-granddaughter, we see the contrast between his winkled, aged skin against the smooth, unblemished complexion of the baby.
Once Mario reaches the city, he is escorted (probably by his granddaughter's husband) to the hospital much in the same way the baby is helped into the world by the hospital staff. The way in which Mario looks at the tall buildings and bustling city gives us the impression that this is all new to him, as it will be to the newborn. When Mario meets his great-granddaughter, we see the contrast between his winkled, aged skin against the smooth, unblemished complexion of the baby.
After Mario returns home, he celebrates with his friends and family. Of course they are all drinking Coca Cola. This scene leaves us warm and fuzzy as does Mario's advice concerning the secret to happiness - loving friends and family. I relish the experience this commercial presents: an opportunity to enjoy another way of life while, at the same time, realizing that we are all more alike than different.
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