Coca-Cola presents its new international commercial, "Masterpiece." It takes place in a museum, in which the brand's iconic bottle goes in and out of historical masterpieces and contemporary paintings.

The scene takes place in the hall of a museum where students are intent on copying the works on display, followed by the teacher who moves around and monitors the development of their work. All are drawing except one, who just cannot find inspiration. But a virtual dance develops around him that will eventually save him. So begins Masterpiece, Coca-Cola’s new global advertising campaign, in which the iconic bottle enlivens the art world through a dance that goes around the world (nice video here!).

One by one, the characters featured in the canvases come alive, grab the bottle, and pass it around in a virtual tour through the canvases scattered in museums around the world. From Vincent van Gogh ’s The Bedroom at Arles (1889) to Stefania Tejada’s Natural Encounters (2020), from Wonder Buhle Mbambo’s You Can’t Cure Me (2022) to William Turner’s Shipwreck of 1805.And again, from Jan Vermeer’s The Girl with the Pearl Earring (1665) to Edvard Munch ’s celebrated Scream (1895), from Vikram Kushwah’s Falling in Library (2012) to Hiroshige’s Edo Views (1858).

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credits:
Coca-Cola Uses Famous Paintings By Warhol, Munch and More to Sell Soda:
The company’s new ad campaign, “Masterpiece,” brings iconic artworks to life
by Molly Enking, March 13, 2023
link:
www.smithsonianmag.com/smart-news/coca-cola-warhol-munch-ad-campaign-180981779/