text: WAWAM!: buhay coke buksan mo - sandwich tv spot
  this was one of the executions behind coke's previous campaign, "buhay coke buksan mo", the campaign that was difficult to understand (discussed previously). even this ad is difficult to understand. you can't tell what it is about our "buhay" that they are unravelling or opening. and more importantly, what role coke has in all of that. i bet the creatives were extremely proud and happy about this spot. i like creativity, but it first needs to be understandable to the target audience. this ad is creative only to those who wrote it, but not to the audience who don't understand it.
  there is one more problem with this tv spot - it very much looks like pepsi tv spots. only, pepsi's spots are easy to understand.
  compare this spot to the coke angel tv spot and you can immediately tell the differences and improvements they have made on their ad campaign. the tagline of the coke angel ad is excellent, "buhay coke tikman mo"; it's single minded and strong on taste and refreshment, coke's core positioning; and the story is much simpler and easy to understand, even with the irritating inclusion of the devil in the ad.