Mother launches debut Coke work

Mother has unveiled its debut work for Coca-Cola's Classic Coke brand with a 60-second TV spot that offers a fresh take on the "real" campaign.

The commercial, entitled "I wish", breaks in the UK this week. It will run across all terrestrial and satellite channels until April, forming an overarching strategy for future UK ads. The second ad in the campaign is expected to break in the spring, with outdoor work due to be launched in the coming weeks.

Julia Goldin, the marketing director for Coca-Cola Great Britain, said: "The 'Real World of Coca-Cola' is a campaign influenced by the best in the human spirit. It's a world that shares the brand's emotional values and will inspire everything the brand does."

Mother's ad was shot using a cinematic "one-shot" format and stars the 25-year-old British singer Sharlene Hector, who has performed with bands including the Brand New Heavies.

The ad features Hector walking down the street handing out bottles of Coke to passers-by while singing the track I Wish, which was originally recorded by Nina Simone. The ad ends with the strapline: "The real world of Coca-Cola."

"The music, the singer and the down-to-earth style of the ad are integral to delivering this inspirational message about the importance of togetherness, authenticity and optimism in a simple way we can all empathise with," Goldin said.

If "I wish" cracks the UK market it could be tested or adapted for other markets, including the US. The current campaign, created by Berlin Cameron/Red Cell, features Hollywood stars.

The ad was written and art directed by Mother and directed by Ringan Ledwidge. The production company was Small Family Business. Media planning was through Vizeum with media buying by Universal McCann.

Mother, a Coca-Cola roster agency, was appointed to the flagship Coke UK account in September, a major blow to Coca-Cola's roster network McCann-Erickson.

Separately, Mother's New York office has won its first two clients: the National Basketball Association and the Denver-based burrito fast-food chain Chipotle.