Advertising Redux Revisited

Why won’t they just leave a classic Coke commercial alone?!

In a previous blog posting, entitled Advertising Redux, it was my intent to examine how Coca Cola had their memorable advertising revisited to bring the 1970’s Mean Joe Greene Coke spot to the 2009 sensibilities of Troy Polamalu and Coke Zero.

Issues of plagiarism and imitation were the focus of that posting. 

But putting that aside, suddenly a few more marketers unrelated to the Coke franchise have played on this “big football player/small kid” concept right down to the jersey.  There’s not a lot to say here, most babyboomers will recognize the execution as these parodies and commercials, right down to the details, can speak for themselves.  

To begin, there is Pepsi with an international ad that mocks the emotional hallway experience – this time with David Beckham having a bad day with his kind of "football". The unexpected ending is Pepsi magic – going against the Coke grain.

Then there’s Mean Joe Greene and Amy Sedaris for Downy Unstopables. Here, there’s no reason to cast an alternate for the football hero – just cast the original Mr. Greene himself and let the point of this fragrant “in-wash scent booster” do its job before Mean Joe makes it to the showers.

And finally, though I am not a fan of the show, a student of mine identified how “Family Guy” also spoofs the original spot, except Mean Joe provides all of his clothes, not just the Jersey.

No matter the versions, let’s just hope Coke granted its permission and enjoys some of the residuals.

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