Coca-Cola bought an ad in New York City’s Times Square and extended the space between the letters that spelt its brand. The message is clear: Coca-Cola wants you to respect social distancing. Not only is the choice to buy an out-of-home placement with a message that encourages people to stay home incredibly ironic, but campaigns like these are often slammed as opportunistic during a time where donations in kind and monies would be much better appreciated.
The CPG giant is using its iconic billboard in Times Square, New York City, to spread health advice amid COVID-19. Limited people who walk into the heart of Manhattan will see Coke’s name with extended spaces between letters in a satisfying play of autology. The work was created in partnership with Mercado McCann in Argentina.