Coca-Cola’s global Olympic ad isn’t a wild creative excursion by WPP Open X, led by Ogilvy. Instead it’s all about the emotion of the Olympics – the much-hoped for idea that the event brings the world together.

If it fits into the brand’s Real Magic platform, it’s about them magic that happens when the world comes together, and in the 60-second spot that is symbolised by hugs. The commercial features stars of the Olympics swimming teams – Tatjana Schoenmaker, Lilly King, Kaylene Corbett and Annie Lazor.

The commercial is inspired by the coming together of competitors at past Olympic Games, including the 12 swimmers who hugged each other at the 4 x 100m relay at the Olympic and Paralympic Games Tokyo 2020, and Olympic bronze medallist John Wing, who wrote to the International Olympic Committee to champion all athletes coming out together at the closing ceremony in 1956 in Melbourne.

The film will be supported by digital content capturing real-time hugs from Paris and broadcasting them on social channels. Coca-Cola has also created a new can design as part of the campaign but it is available only in France. It has an illustration of one side of a hug, so that when two cans are placed next to each other they create an image of an embrace. French artists Laura Normand, Aurelia Durand and Bruno Mangyoku created three designs for the cans, which will be showcased on social media as well. People purchasing a pair of the cans also have the opportunity to win a range of prizes, unique merchandise and coupons.

The work is being supported by EssenceMediacom, VML and Hogarth.