Look Ma, No Cans! These Coca-Cola Ads Show Zero

Something different from Ogilvy India

Looks like invisibility’s a thing.

First, McDonald’s leaned into outsized product shots with no copy or logos. Then, John Cena vanished for Neutrogena (from his co-stars’ POV, at any rate).

Now, via Ogilvy India, Coke Zero slims down considerably, hiring local actors to go through the motions of chugging and enjoy that sweet, no-cal soda.

No cans or bottles appear. Instead, we get zesty method acting on a scale that would make Irrfan Kahn or Marlon Brando blush.

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This makes for an intriguing, minimalist contrast with Coca-Cola’s other big push this week (so loud and splashy.)

If nothing else, Coke Zero should draw eyeballs, standing out in a hella crowded carbonated sea.

“We realized that the biggest inspiration lies within the name Coke Zero,” says agency CCO Sukesh Nayak. “We designed a campaign that simply and effectively shows the Zero impact—by not showing the product at all. Sometimes it’s the simplest ideas that bring out the most magic.”