A new advertisement featuring the K-pop group NewJeans blends retro aesthetics with modern themes, resonating with audiences and sparking discussion about nostalgia and identity.
On March 12, a new Coca-Cola advertisement featuring the K-pop group NewJeans, also referred to as NJZ, emerged online and quickly generated significant global interest. The ad has been met with a mix of excitement and nostalgia, prompting widespread commentary.
One social media comment encapsulated the viewing experience, stating, “Is this from the ’80s or 2025? Is it real or is it a dream? Is it nostalgia or a memory of something I never experienced? It’s a work that confuses all of this. It feels like it’s depicting the past, but actually, it seems like an idealized version of the present moment.” The ad appears to resonate deeply with its audience, blending ordinary life with ethereal music and visuals, drawing viewers to replay it repeatedly.
Conceived under the creative direction of Billboard Korea, the campaign artfully combines hints of retro aesthetics with modern sensibility, elevating it beyond just a brand advertisement. The project seeks to capture cultural and emotional nuances, merging the nostalgic echoes of the 1980s with contemporary themes pertinent to Seoul in 2025.
Key to the campaign’s thematic framework is “I Feel Coke,” a phrase that had previously defined a Coca-Cola Japan advertisement series running from 1987 to 1990. This reimagined version acts as a tribute to the original, which was completed at a time marked by Japan’s economic prosperity. Billboard Korea’s team has sought to invoke “Anemoia”—a term coined by writer John Koenig to describe a profound longing for periods or cultures that individuals have not personally experienced. This emotion particularly resonates with today’s Generation Z, who navigate their own uncertainties while romanticizing the prosperity of the past.
The creative team emphasized the nostalgic yet sophisticated representation of NewJeans, aligning seamlessly with their identity as Gen Z icons. Their ability to evoke a sense of nostalgia while embodying modernity made them ideal representatives for the campaign, deeply enriching its narrative.
The ad features both direct references to elements of the 1980s and reinterpretations through a contemporary lens. Aspects such as everyday happiness, the yuppie lifestyle, baseball, pay phones, and wellness trends from that era were carefully integrated. However, they were framed in a way that speaks to the current experiences of young adults in Seoul, capturing modern joys such as social media creation, instant photography, and small romantic moments in college settings.
The musical element also received special attention, with NewJeans’ rendition of “I Feel Coke” designed to blend nostalgia with their distinct style. The arrangement preserved the essence of the original while introducing new sound elements to resonate with current audiences. Vocal distribution among the group was arranged thoughtfully to emphasize each member’s unique strengths, ensuring a harmonious blend that reflects both nostalgia and modern interpretation.
Additional promotional material accompanying the main advertisement included illustrated posters imagining the past branding of Coca-Cola and behind-the-scenes collage videos that offered fans an intimate look at the group’s personalities. This supplementary content served to enhance the emotional depth of the overall campaign.
Following the online release, the response has been overwhelmingly positive, with many viewers expressing a heightened emotional connection to the advertisement. Social media reactions varied from tears to joy, with comments such as, “It feels like watching an uplifting youth movie,” highlighting the ad’s captivating impact on viewers. Coca-Cola Korea noted a surge in sales on the release day, indicating the ad’s successful alignment with the audience’s sentiments.
The partnership between Coca-Cola and Billboard added another layer to the campaign, merging the joyful connotations of music with advertising in a uniquely impactful way. Together, they have endeavored to capture and deliver the essence of happiness, reinforcing that music is an effective medium for expressing such emotions. The ad’s bright, summer-like vibes, ironically captured on a snowy filming day, provide a playful backdrop to its aspirational message.
Source: Noah Wire Services
