Coke has had a go at being all things to all people, via Ogilvy & Mather Amsterdam. Choose whatever you want is also the undying mantra of its main audience, Gen Youth.

The new campaign is the second Coca-Cola one-brand Choose Happiness campaign to launch, following What Are You Waiting For? that appeared a month ago.

“Choose Taste. Choose Choice. Choose Coca-Cola” is the title of Ogilvy & Mather Amsterdam’s new one brand ad running in the UK right now. Inside the ad, there’s also Choose the 90s, Choose the 1890s, Choose Great Coke Taste, Choose Uplifting Taste, Choose Sweetness from Natural Sources, Choose Ahhhh, Choose Oh-oh, Choose No Sugar, Choose No Calories, Choose Him, Choose Her, Choose Zero Sugar, Choose Zero Calories, Choose Beat, Choose Choice (reprise) and #choosehappiness…all told to a zippy beat.

It’s an ad with the lot, from heritage to healthy drinking message. And it will probably work because of its upbeat music clip personality. (The song is Honeytrap by We Have Band).

Nonetheless, according to Bobby Brittain, marketing director of Coca-Cola Great Britain & Ireland, “It marks a significant step change in our approach to marketing Coca-Cola and it really brings to life the unique characteristics of each drink within the range.”

Ogilvy’s Darre van Dijk doubles as chief creative officer and musican again. Caviar content is the production company again.

The London campaign includes a series of outdoor ads featuring London landmarks and references and an on-pack promotion to help consumers capture the moments that make them happy across the summer – up to 1 million selfie sticks are up for grabs on 500ml bottles of Coca-Cola (all variants).

Creative credits:

Agency: Ogilvy Amsterdam

Chief creative officer/musician: Darre van Dijk

Art director: Jurriaan van Bokhoven

Copywriters: Jesse Ridder & Rob Voortman

Agency editors: Mees Ubachs & Juriaan van Berkel

Agency producer: Pirke Bergsma

Production company: Caviar Content

Director: Arnaud Uyttenhove

DoP: Dimitri Karaktsanis

Executive producer: Eva van Riet

Producer: Lynn Bernaerts

Music: We Have Band