Coke celebrates that winning feeling in Olympics campaign

Coca-Cola's campaign for Rio 2016 draws a parallel between the exhilarating feeling of winning an Olympic gold and everyday moments of joy.

Created by Ogilvy & Mather Brazil, "#ThatsGold" continues the "Taste the feeling" positioning introduced earlier this year. It includes TV and print ads that between them feature 79 Olympic athletes. The TV spots are soundtracked by "Taste the feeling", the song created for the campaign by Avicii ft. Conrad Sewell.

Rodolfo Echeverria, global vice-president for creative and connections at Coca-Cola, said: "There are so many gold moments that happen off the podium. It's about day-to-day, simple pleasures that are all about joy and uplift, whatever is a special moment that you'll share with friends and family, and celebrating our relationships with the Olympians, too. We're trying to position Coca-Cola as a simple pleasure that makes moments more special."

The creative director on the campaign was Rafael Donato, and the ads were directed by Omri Cohen for production company Anonymous Content. The ads will primarily be running in South American markets; they are not being used in the UK, where the focus is on the recent launch of Coca-Cola Zero Sugar.