A friend of mine shared this story today on Facebook.
It explains the #HelloHappiness campaign from Coca-cola. Take a minute to watch the video:
“Because happiness is a coca-cola, and a phone call home”
“Because happiness is a coca-cola and a phone call home” – that’s how it ends.
How did you feel after watching it?
Do you have warm fuzzies for the Coke brand?
Did you cringe when you saw the living conditions of these workers?
Were you angry to learn that they make (and survive somehow) on so little?
If you’re at work and can’t watch this video yet – This heart string pulling ad from Coca-Cola shares how they built a phone booth that accepts coke bottle caps to provide United Arab Emirates workers a 3 minute phone call home.
It may not seem like much, but for these workers, who average Dh22 (the equivalent of $6) a day, it IS a gift that truly lifts their spirits. How could it not? With the average phone call costing these migrant workers Dh3.34 (.90 cents) per minute – this coke cap idea is like giving water to a thirsty man in the desert.
I am VERY curious as to how much a Coke is in Dubai costs [EDIT: A 500ml bottle of Coke costs about Dh2] and how frequently these men are now buying a Coke. I ask because if these workers have only $6 a day to survive on – is a coke something they should be buying?
As an amazing idea that this technology is – this makes me question Cokes motives.
Now, another question I wanted to ask you is this :
Is it a good commercial?
Take your time. Watch it again.
ME? I’m still conflicted on whether or not this is a good commercial.
– I think it’s brilliant to turn trash into a currency. Imagine if this took off for other consumable products. . .
– Yes, I agree 100% this type of phone booth should be something Coca-Cola installs world wide, not just in Dubai. I imagine many international travel destinations that rely on tourists and migrant workers would benefit from this.
– Also, imagine the fun the remake happy folks in Hollywood would have with a 21st century Bill and Ted’s Excellent Adventures with a coke bottle cap phone booth. (you know it would happen)
Why am I conflicted?
Well, as much as I love the concept of turning bottle caps into currency – It bothers the hell out of me that Coke is capitalizing on the bleak living conditions of these men. “modern day heros” as they are described in the article. As is living in abject poverty is a fucking badge of honor. . . seriously y’all? This is the quote I’m talking about from the article linked above: “Whatever motive Coca Cola has for bringing these ad, Hello Happiness telephone booths have somehow made a difference for our modern day heroes.” When I saw the living conditions of these men, I thought to myself . . . “more like todays slave laborers” – It’s deplorable that these men (and many more men, women and children around the world) are forced into near slave labor because of the inequalities that exist in every country.
This commercial doesn’t’ make me want to buy a Coke – it makes me want to change the world.