The new Coca-Cola advertisement featuring the K-pop group NewJeans captures a blend of retro aesthetics and contemporary themes, resonating deeply with Gen Z audiences.

On March 12, a new Coca-Cola advertisement featuring the K-pop group NewJeans, also known as NJZ, was released and quickly sparked widespread reactions across social media and various platforms. The ad, which blends retro aesthetics with contemporary themes, has captivated many viewers, leading to discussions about its unique blend of nostalgia and modernity.

The creative direction for the campaign was provided by Billboard Korea, which sought to convey both cultural and emotional resonance through its visuals and music. The ad’s theme, “I Feel Coke,” revives a nostalgic reference to a Coca-Cola Japan ad series that ran from 1987 to 1990. This original campaign was credited with capturing the essence of Japan’s economic boom during the 1980s. For the modern interpretation set in Seoul in 2025, the concept was reimagined to balance a sense of nostalgia with contemporary feeling.

The term “Anemoia,” which describes a longing for a time or culture one has not personally experienced, played a significant role in shaping the ad’s creative vision. The global anxieties and uncertainties faced by Generation Z have fueled a growing interest in past eras, making this concept particularly resonant with younger audiences.

In an interview, a representative from Billboard Korea elaborated on the ad’s artistic process, noting, “We wanted to evoke the emotions tied to Coca-Cola from past eras while reimagining them in a fresh, modern way.” This was achieved through careful consideration of details that preserve the nostalgia, while still appealing to contemporary sensibilities.

NewJeans, known for their strong connection with Gen Z, were chosen as the perfect fit for this project. The group embodies a merging of past aspirations and present-day realities, contributing to the ad’s overarching theme of longing and joy. As described in the narrative provided by Billboard Korea, every aspect of the ad was meticulously crafted to resonate with viewers while reflecting both the happiness and simplicity found in everyday life.

Elements from the original Coca-Cola advertisements were invoked, such as the depiction of simple joys in daily life and authentic 1980s Japanese cultural references, while reframing them through the Gen Z lens. This included aspects like metropolitan life in Seoul, social media sharing, and young adults embarking on new adventures—all relatable elements for today’s youth.

NewJeans also modernized the original song associated with the Coca-Cola campaign. The new rendition maintained the foundational aspects of the classic track while integrating a contemporary sound. The subtle blend of synthesizers and saxophones was designed to reflect nostalgia while introducing a fresh atmosphere, a process informed by the group’s distinct vocal styles.

Additional content pieces were developed to complement the ad, including illustrated posters featuring nods to the 1980s Coca-Cola logo and behind-the-scenes videos presenting candid moments of the group. Audience reactions to the ad have been overwhelmingly positive. Comments range from sentiments like, “It feels like watching an uplifting youth movie,” to observances about the ad’s emotional impact.

This collaboration, described as a legendary intersection of music and advertising, successfully spawned an increase in Coca-Cola sales resulting from its release. The sentiment expressed by Coca-Cola Korea’s project manager, “It delivers happiness in chunks,” encapsulates the core message they aimed to project through the campaign.

The ad, celebrated for its evocative music and visuals, was filmed in such a way as to convey a warm summer ambiance, despite the filming taking place on a snowy day, showcasing the creative adaptability of the production team. The campaign stands as a testament to the effective merging of nostalgia and contemporary culture, producing a unique and emotionally resonant piece of marketing.

Source: Noah Wire Services