Coca-Cola has found a solution to the problem of social-media obsession. While connecting users to their family and friends virtually, these platforms actually take the excitement of an eye-to-eye communication out of their lives. The soda brand has borrowed a design of medical collar for dogs to create The Social Media Guard that in fact looks just like a huge post-operative collar for pets and makes it impossible for a person to bend the neck and look down onto a device’s screen.
In a style that seems more natural for a youth brand rather than the world’s No.1 soda drink, Coke promotes a faux human-sized pet collar in the signature red color scheme with the white wavy element. The clip explains that this piece can stop people from gazing at their smartphones’ screens. The collar makes people keep their chin up and see the life as it is, not through the phone cameras while taking another picture for Instagram. While wearing the piece, consumers can still enjoy a Coke.
“Did you know that the world spends 4 million years online every month?” asks Coke in the description to the spot. “If you’re watching this video on your mobile phone, it’s time to put it down. Look around you, there is probably someone special you can share a real moment with. Enjoy it with an ice-cold Coke.”
While the brand is extremely successful in social media—nearly 80 million fans on Facebook and 2.32 million followers on Twitter—the brand still emphasizes that real life and tangible experiences are much better than posting, sharing and commenting online. The Social Media Guard is designed to “take the ‘social’ out of media and put it back into your life.”