Coca-Cola serves up a nostalgic montage

Last week Creative Moment reflected on big brand’s use of montages. This week, right on cue, Coca-Cola dropped its addition to the genre. Is nostalgia the new currency?

A week is a long time in advertising but, after recently reflecting on the recent trend for nostalgic montages in an advert by Goodyear, even we were surprised to see such a prominent example in close succession.

This week then, to celebrate its 139th (we’re unsure why it couldn’t wait for 140) anniversary, Coca-Cola released a special montage advert that takes viewers on a nostalgic journey through the brand's iconic history.

As an 80’s kid, Coke made some of the most brain-searing commercials of the era, alongside efforts from Wrigley’s gum and McDonald’s: tunes from which are permanently etched as screensavers for the mind.

The montage here features some of those vintage clips, including the heartwarming ‘I'd Like to Buy the World a Coke’ and the unforgettable ‘Mean Joe Greene’.

The advert also includes a reimagined version of the iconic 1971 ‘Hilltop’ ad, this time featuring students from Gallaudet University. The new version is filmed in American Sign Language (ASL) and showcases the university's students, faculty, and alumni.

Fans praised Coca-Cola for its ability to evoke a sense of nostalgia while also embracing modern values of diversity and inclusion. But how important is nostalgia in Adland today?

Nostalgia in numbers

A PRmoment/On Poll survey found that nostalgia influences purchasing decisions for 50% of consumers, with the strongest impact among Gen Z and Millennials. 68% have purchased retro or vintage-inspired items, with Gen Z (90%) and Millennials (76%) leading the trend.

The report’s conclusions included a recommendation that marketers should leverage retro-inspired campaigns while ensuring products remain relevant to contemporary lifestyles.

Coca-Cola seems to have joined Goodyear in taking this advice on board.