Coca-Cola Ziemassv\u0113tku rekl\u0101mas atkal izsauc sa\u0161utumu: vai tie\u0161\u0101m \u201c\u012bsta ma\u0123ija\u201d?<\/p>\n
Coca-Cola, kas savulaik bija paz\u012bstama ar sirsn\u012bg\u0101m, nostalgiju raiso\u0161\u0101m Ziemassv\u0113tku rekl\u0101m\u0101m, \u0161ogad atkal ir izrais\u012bjusi pla\u0161u neapmierin\u0101t\u012bbu, izv\u0113loties m\u0101ksl\u012bg\u0101 intelekta (MI) rad\u012btu saturu savai sv\u0113tku kampa\u0146ai. \u0160is solis nav pirmais, un, lai gan tehnolo\u0123iski saturs var\u0113tu b\u016bt att\u012bst\u012bjies, emocion\u0101l\u0101 atbilde no auditorijas ir krietni vien negat\u012bva, radot jaut\u0101jumu par z\u012bmola virzienu.<\/p>\n
Nostalgijas viet\u0101 \u2013 \u201cg\u013cotas\u201d un aizvainoti m\u0101kslinieki<\/p>\n
Pag\u0101ju\u0161aj\u0101 gad\u0101 Coca-Cola jau pasp\u0113ja ie\u0161aut sev m\u012bksto v\u0113deru, izmantojot MI sav\u0101 Ziemassv\u0113tku kampa\u0146\u0101. Rezult\u0101t\u0101 tika rad\u012bti tr\u012bs rekl\u0101mas rull\u012b\u0161i, kas tika kritiz\u0113ti k\u0101 \u201cgaum\u012bgi \u0161edevri\u201d, kas absol\u016bti nesp\u0113ja sasniegt iepriek\u0161\u0113jo rekl\u0101mu siltumu un dv\u0113seliskumu. \u0160\u0137iet, ka \u0161\u012b negat\u012bv\u0101 atbalss nav attur\u0113jusi uz\u0146\u0113mumu, jo \u0161ogad tendence ir ne tikai saglab\u0101ta, bet pat pastiprin\u0101ta. Jaun\u0101kaj\u0101s rekl\u0101m\u0101s redzami neizpratn\u0113 m\u012bmikas dz\u012bvnieki, kas pulc\u0113jas ap Santa Klausa vad\u012btu kravas automa\u0161\u012bnu. Santa pats par sevi izraisa v\u0113lmi \u0137erties pie k\u0101da ugunsdz\u0113s\u012bbas r\u012bka, nevis sajust sv\u0113tku prieku. Turkl\u0101t rekl\u0101m\u0101 man\u0101ms koka kam\u012bns bez d\u016bmvada atveres \u2013 k\u0101da gan dr\u0101ma gaid\u0101ma pavard\u0101 eso\u0161ajiem! V\u0113l skumj\u0101kais ir tas, ka Coca-Cola ac\u012bmredzami ignor\u0113 pretrunu starp savu saukli \u201c\u012bsta ma\u0123ija\u201d un MI rad\u012bto \u201cg\u013cotu\u201d saturu.<\/p>\n
Dv\u0113seles tr\u016bkums un \u201caiz muguras slepenie darbi\u0146i\u201d<\/p>\n
Lai gan video rad\u012b\u0161anas mode\u013ci ir piedz\u012bvoju\u0161i k\u0101pumu kop\u0161 pag\u0101ju\u0161\u0101 gada, vizu\u0101lais noform\u0113jums joproj\u0101m nav p\u0101rliecino\u0161s un ir dzi\u013ci atvasin\u0101ts. Tas ir jo \u012bpa\u0161i satrauco\u0161i, \u0146emot v\u0113r\u0101, ka MI saturs bie\u017ei tiek veidots uz citu m\u0101kslinieku darbu b\u0101zes, neprasot vi\u0146u at\u013cauju. Coca-Cola, \u0161\u0137iet, nav \u0146\u0113musi v\u0113r\u0101, ka arvien vair\u0101k cilv\u0113ku atsak\u0101s no \u201cm\u0113slain\u0101\u201d MI satura, kas tiek pied\u0101v\u0101ts ikdien\u0101, un k\u013c\u016bst arvien zino\u0161\u0101ki, atpaz\u012bstot autentiskuma tr\u016bkumu. Soci\u0101lajos medijos domin\u0113 t\u0101di termini k\u0101 \u201cbez dv\u0113seles\u201d, \u201c\u0161ausm\u012bgs\u201d un aicin\u0101jumi uz boikotu. \u012apa\u0161u sa\u0161utumu izrais\u012bju\u0161i Pratica Thakara, Coca-Cola \u0123enerat\u012bv\u0101 MI noda\u013cas vad\u012bt\u0101ja, izteikumi. Vi\u0146\u0161 aizst\u0101v\u0113jis \u0161o l\u0113mumu k\u0101 \u201cuz n\u0101kotni v\u0113rstu eksperimentu\u201d, uzsverot, ka \u201cmums ir j\u0101virz\u0101s uz priek\u0161u un j\u0101stumj robe\u017eas. D\u017eins ir izlaists no pudeles, un to vairs nevar ielikt atpaka\u013c.\u201d \u0160\u0101di izteikumi, protams, neguva pozit\u012bvu atsauc\u012bbu.<\/p>\n
Vair\u0101k nek\u0101 70 000 klipus \u2013 par k\u0101du cenu?<\/p>\n
Situ\u0101ciju v\u0113l vair\u0101k pasliktina fakts, ka Coca-Cola ir ac\u012bmredzami lepna par savu \u201cmonstru\u201d darbu. Uz\u0146\u0113mums ir public\u0113jis ar\u012b \u201caizkadrusa\u201d video ar balsi, kas, iesp\u0113jams, ir rad\u012bta ar MI, vai ar\u012b abi darbinieki tika tur\u0113ti ap\u0161audes pistoles draudos, kad vi\u0146iem lika saj\u016bsmin\u0101ties par to, k\u0101 \u201cneliela piecu speci\u0101listu komanda\u201d sp\u0113jusi \u201cizveidot un r\u016bp\u012bgi pilnveidot\u201d vair\u0101k nek\u0101 70 000 video klipu tikai 30 dienu laik\u0101. \u0160\u012b situ\u0101cija ir atdz\u012bvin\u0101jusi karstas diskusijas par to, ka netiek algojami talant\u012bgi rado\u0161ie darbinieki, un ka izmaksu samazin\u0101\u0161ana tiek v\u0113rt\u0113ta augst\u0101k par cilv\u0113ka darba v\u0113rt\u012bbas izn\u012bcin\u0101\u0161anu. K\u0101ds lietot\u0101js platform\u0101 X rakst\u012bja: \u201cJ\u016bs esat uz\u0146\u0113mums ar miljardiem v\u0113rt\u012bbu. Maks\u0101jiet RE\u0100LIEM animatoriem. Tas ir pret\u012bgi.\u201d<\/p>\n
Komandas zi\u0146ojums: komanda 90. gadi<\/p>\n
Vai esat nostal\u0123iski par pag\u0101ju\u0161o gadu rekl\u0101m\u0101m, vai ar\u012b piekr\u012btat Coca-Cola dom\u0101m, ka \u0161is ir pareizais virziens? M\u0113s \u0161eit, Euronews Culture, esam komanda \u201c90. gadi\u201d un dodamies atp\u016bt\u0101 pie \u201csalkuma\u201d kr\u016bzes.<\/p>\n","protected":false},"excerpt":{"rendered":"Coca-Cola Ziemassv\u0113tku rekl\u0101mas atkal izsauc sa\u0161utumu: vai tie\u0161\u0101m \u201c\u012bsta ma\u0123ija\u201d? Coca-Cola, kas savulaik bija paz\u012bstama ar sirsn\u012bg\u0101m, nostalgiju…\n","protected":false},"author":2,"featured_media":41529,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[77,76,11856,35,39,38,36,37,34,40,87,11858,11859,11857],"class_list":{"0":"post-41528","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-bizness","8":"tag-bizness","9":"tag-business","10":"tag-coca-cola","11":"tag-latvia","12":"tag-latvian","13":"tag-latviesu","14":"tag-latviesu-valoda","15":"tag-latviesuvaloda","16":"tag-latvija","17":"tag-lv","18":"tag-maksligais-intelekts","19":"tag-mi-kritika","20":"tag-radosais-darbs","21":"tag-ziemassvetku-reklamas"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@lv\/115502418742787153","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts\/41528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/comments?post=41528"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts\/41528\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/media\/41529"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/media?parent=41528"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/categories?post=41528"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/tags?post=41528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}