Coca-cola knows a thing or two about making television ads that tug at the hearts of viewers, effectively making the brand much more relevant and in-touch with reality. With a documentary-style ad, the beverage company does it again--this time, with the story of 13-year-old Jenny Sanchez.
In a press launch the other day, Coca-cola unveils the ad which features the story of Jenny, who dreams of going to college and becoming a teacher. Her favorite subject is Science. Like millions of children, Jenny has to go to school each day--only, in her case, she has to walk two hours from home to get to class.
With a somber and emotional tone, the new ad shows Jenny's every day life--waking up early in the morning to do her assigned chores at home, from sweeping, fetching water from a far-away well, and preparing the family's morning meal.
Second of four children, it seems that Jenny doesn't mind having these adult responsibilities on her shoulders. In fact, the ad captures Jenny's cheerful, helpful side. Jenny's parents work hard making charcoal to sell in the market of their isolated village of Sitio Mabilog Anopol in Tarlac.
Jenny has proven to be an avid student. Her perseverance and enthusiasm to stay in school and her dream of becoming a teacher was the inspiration for the latest Coca-Cola "Every Bottle Has a Story" documentary film.
The full-length documentary film can be seen over at YouTube by clicking here. A 30-second cut-down of the film runs nationwide from mid-August to October.
Jenny is one of the few Aetas that was able to finish elementary school in their community. It isn't surprising, too. After all, Aeta children has long faced severe disadvantages as their access to education is often restricted not only by distance, but also by a shortage of school buildings.
But for all the difficulty Jenny faces everyday, there isn't a moment during the ad where you'll feel pity for the kid. In fact, Jenny is a picture of confidence. She has a smile that is infectious, something that would want you to go up to her just to give her a hug.
The kid is a role model without even trying.
This is why, in 1997, Coca-Cola Philippines launched the Little Red Schoolhouse project that aims to o help improve basic education in impoverished areas. Partnering with the Department of Education and the Philippine Business for Social Progress, Coca-cola has so far built 275 classrooms at 93 schools nationwide.
To commemorate its 100th year in the Philippines, Coca-Cola Philippines is expected to construct its 100th Little Red Schoolhouse before the year ends.
For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.
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