Coca Cola has another winner on its hands with a Ramadan campaign that busts our stereotypes about people. The company is known to tug at your heartstrings and create a buzz with its social experiment-based campaigns and their 'Labels are for Cans not for People' web-spot has become the talk of the town.
The company invited a group of people from different walks of life to share their backgrounds over an intimate dinner, with the lights off.
The video, which is shot in Dubai by Memac Ogilvy, has known names like Emirati chef Bader Najeeb among others residents including a heavy metal player, a heavily tattooed YouTuber and a man in a wheelchair sharing little nuggets of their life and interests based on which the rest of the group tries to deduce their appearance, not surprisingly having resorted to common stereotypes to make assumptions.
The video is shot with infrared cameras, after which the lights are turned on to reveal their true personality. They also get two limited edition coke cans without labels and just the campaign slogan printed on them.
The web ad that was uploaded on YouTube last week has already received more than a million views.
aahmed@thenational.ae
