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Company: Coca-Cola Co.
    View Company Scorecard / Contact Company
Brand: Coca-Cola Zero Sugar
Ad Title: I Want to Break Free
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Wieden + Kennedy
Year: 2018
Target: Mainstream
Ad Spotter: Alfred Verhoev
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Theme(s)

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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A young woman attendant wheels a cart in a nursing home and says, "Mr. Hadley, would you like a Coca-Cola Zero Sugar?" The room is quiet, and everything is beige. The old man replies, "Never had one."

He takes a sip, and then suddenly asks, "What else haven't I tried?"

To the rock tune "I Want to Break Free" by Queen, a series of fantastic events unfold. First he calls an old crush to announce "I've always loved you." Next, he gets a sleeve tattoo on his arm.

Then he's shirtless, in a Roman gladiator costume in a gay pride parade. Cluelessly, he asks another, "Where are all the ladies?" The man just dances as Mr. Hadley smiles.

Next he's diving off a high dive, and finally he's discovered missing by the young woman attendant. As the ad ends, he's in a motorcycle gang and then moshing the crowd at a large concert, having the time of his life.

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