Christmas is a key moment for Coca-Cola. It is filled with big meal occasions – Coke’s biggest driver of growth. Across markets, it was key to increase volume share.

The business objective was to create volume share growth within total beverages by increasing consumption during the Christmas season. To achieve that, we had to strengthen our ties with the holiday.

The north star of our campaign was very clear: Reclaim our position as the leader in Christmas advertising. As the brand who helped create the modern image of Christmas we needed to cut through again – no easy task when every other brand had come to the Christmas TV ad battle.

To win Christmas we re-wrote the rules of advertising creating with Ron Howard and his production company longer form, deeper emotional content that became Amazon Prime’s first multilingual anthology.

The casting was crucial to the narrative and idea. In order to lean into the satirical nature of the film we deliberately cast actors who physically embodied the stereotypes they played, by doing this we could truly lean into the tropes of the familiar meet the parents construct and take it somewhere completely new and unexpected.

As a dialogue driven film, comedic timing was vital as was the on screen chemistry amongst the group. 

The casting process was incredibly thorough as while we were looking for actors to play established characters we needed a cast that could not only bring something new to their role but also work within the group.