A new commercial for Coke in Argentina beautifully sums up the wonders of parenthood and all the ups, downs, stains and sleeplessness that go with it.
Bringing another human into the world is a magical feeling, a great responsibility and an experience so rewarding that anything else pales in comparison.
You also get a small, demanding, disgusting new roommate who completely transforms every aspect of existence and wears on your sanity, however.
The Coke TV spot below captures both aspects well. Check it out:
While any new parent knows how the new additions to the household push you to the brink, the effect of this chaos overall is actually (inexplicably) love.
This ad by Santo Buenos Aires and director Pucho Mentasti for Coke's natural Argentine concoction set out to capture this balance of parenting realities.
Individually, these moments can appear maddening and make you wonder how and why humans keep on making more humans. But together?
"Having children is not just life's most important moment, but the ultimate test to connecting with your best side," says Santo creative director Sebastian Wilhelm.
"Coke Life is a new kind of Coke. We're just starting to build this brand, setting up its world, its tone of voice. We were aiming for 'emotional comedy' [with this ad]."
"The kind that makes you smile and weep at the same time."
Mission accomplished.
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