There’s been a lot of politics on here lately. I’m not apologising for that – keeping your eye on the world is imperative for anybody in the creative or advertising industry. But I intend to address that balance here, by blogging the new Coke ad which broke on the 19th May.

The new ad is called “The secret is out there”. It ties together their rich history of advertising, and teases us about the secret ingredients. How is the secret formula protected? Who is Dr. Pemberton? The secret, as the title hints, is to buy bottles of coke to ‘unlock the answers’

More than that though – like the original medicinal drink – this advert feels like a tonic for our times. Reassuring, steeped in solid reliable history. Trust, in a bottle, in an ad.

So what is the secret? Well, wouldn’t you like to know?