Today Coca-Cola’s launches the “Open Happiness” video, which tries to associate that song with the brand seen for only an instant. Coca-Cola signed a crew of well-known band members and performers to record the single. It also produced several different language versions for other countries. MTV is expected to show the premiere of the music video for “Open Happiness.” Coca-Cola said it did not pay MTV for the showing. As is the case with the song, viewers of the video will be hard-pressed to spot the Coca-Cola brand. “I studied the video like the Zapruder film,” said a Coke spokesman, Petro Kacur, and the Coke reference “is so super-fast that you really have to be looking for it.”Umut Ozaydinli, the global music marketing manager for the Coca-Cola Company, said the upbeat song pulled consumers into the Open Happiness campaign, rather than pushing it on them like traditional advertising
Check the article here at the NY Times website.