What if I refuse to be a stranger in my own living room? What if my dreams never take the back seat again? What if I don’t wait for another crisis to embrace the love that I’ve missed?

These are the profound questions asked by George The Poet in a moving new spot which takes a poetic aim at the rush to return to ‘normal’ in the midst of lockdown easing. 

Coca-Cola's new campaign ‘Open Like Never Before’ is a symphony of hope, delivered by the words of London-born spoken word artist George ‘The Poet’ Manga. 

The inspirational poem (below in full) was written specifically for Coca-Cola’s latest campaign. It powerfully underlines the fact that although life has not yet returned to ‘normal’ there are still possibilities and new opportunities to be explored. 

The campaign, created by 72andSunny Amsterdam, marks a significant marketing milestone for the  soft drink giant, which had paused its advertising for seven months. It’s a break in marketing and business as usual which is the soft-drink giant’s longest ever advertising hiatus. Coca-Cola chose instead to donate its advertising space, which included the iconic Piccadilly spot, to its charity partners Crisis and FareShare. 

“‘Open Like Never Before’ is founded on the belief that we do not have to go ‘back’ to normal. Instead we can all move forward and make the world not just different, but better,” explained Walter Susini, VP of Marketing, Coca-Cola Europe, Middle East and Africa (EMEA). “As we move beyond quarantine, we are celebrating not only the physical reopening of our valued customers but also the reopening of our collective mindset. We see this crisis as an opportunity to be more open and more empathetic.” 

“I like being an ally and using my talents to lend a voice to things that are happening in real time,” added George The Poet. “I think it’s important that we take a positive and optimistic approach to the pandemic, as it’s dominating every aspect of our lives in 2020. Everyone has been forced to rethink what the future holds for them in the context of the changes we’re all experiencing, and I’m very glad we have this opportunity.”

The campaign, which will run across the UK and Europe this month will be focused on supporting local businesses as they re-open. It will include a dedicated Ad Generator platform which will enable business owners to create their own adverts. The programme will also provide venues with a media budget donated by Coca-Cola in order to enable them to promote their re-opening. 

At a time when many in the industry have been expressing COVID-ad fatigue, with this unique blend of craft, creativity and open-minded optimism, Coca-Cola has successfully raised the bar. It’s a positivity and creative fuel that was well-worth the seven month wait.

Open Like Never Before

Wait, stop.

Who said we have to go back to normal, back to anything?

What if the new normal ain’t the normal we knew?

And we can’t just do what we’d formerly do.

What if the big change is you and me
What if we choose to be open?
And say…

I will never call my job unimportant again.

What if I don’t wait for another crisis to embrace the love that I’ve missed?

I’ll never say that teacher’s holidays are too long or that school is dry and I can’t wait to move on.

My ears are not my earphones. What if I listen.

What if I’m missing how bright your eyes glisten.

(What if) I just smile a bit. Travel less and love every mile of it.

Believe in the change my cooking, my music can do.

And what if I don’t dance, but just for you I might give in to the rhythm soon. What if I refuse to be a stranger in my own living room.

And I’ll learn my lesson from a bad memory,
and I’ll keep social distance from bad energy
And I’ll prove that funny beats sexy any day.
But I’m still cute, anyway.

What if my dreams never take the backseat again,
What if I’m there whenever you need a friend.

What if I celebrate my skin, my hair, my body, every day!
Even Mondays.

I won’t waste another minute without you.

I’ll read you the poems that I’ve written about you.
So many come to mind.

I’ll move forward, without leaving anyone behind.

I’ll lead, like a woman.

I’ll stand by every word I say
I’ll make my vote count, make my voice heard today.

I’ll never say this city has too many tourists again.

I’ll have a family of dozens.
Give my little nephews and nieces some cousins.

I’ll stay right beside you.
I’ll say Yes, Yes, Yes, I do.

I’ll never forget how much stronger we are together.
I’ll carry that in my heart forever.

We can weather the storm.

So I’ll be (humble, happy, brave, honest, mindful and)

OPEN LIKE NEVER BEFORE.