*this note is written as a response to a Coke viral ad titled “Coca-Cola Where Will Happiness Strike Next: The OFW Project.”  To view video:  http://www.youtube.com/watch?v=x_9fQEqZCWs

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Let’s get the obvious over with:  This is a FANTASTIC advertisement.  It has a strong emotional pull, high production values, and connects the product to family, struggle, and how hardship can be overcome by the simple things, like a Coca-Cola.

Well done Coke.   [insert ironic soft clap here]

I hate this ad.  I hate it with a passion.  And it seems from a casual viewing of the comments related to this viral video, that I am somehow virtually alone in thinking this.

In the ad, Coke sends a handful of overseas foreign workers (OFWs) back to the Phils to reconnect with their families.  Its central message seems to be: Coke cares about the plight of OFWs.

And there for me is the disconnect.  (more…)