More is revealed on Coca Cola's new ads

Earlier this month we reported on Coca Cola's new global ad campaign by W+K. The Atlanta Journal-Constitution has the scoop on the new ads for Coca Cola. The new campaign will launch on New Year's Eve during ABC's annual special. The concept behind the spots focus on "the simple pleasure of drinking a Coke," said Katie Bayne, senior vice president for the Coke trademark brands in North America.

Instead of a traditional tagline, each spot ends with a red-and-white graphic image of a Coke bottle, along with the sound of a soft drink being opened and poured. The spots all have a humorous element but nothing too edgy. The company, as it tries to revive sales of its core soft drink, needs to draw in young consumers, without tainting the tradition of the brand.

Several of the Coke Classic commercials are vignettes set to music. In one, there's a guy eating at an old-fashioned lunch counter. He sadly realizes his Coke glass is empty. He looks longingly at a man down the counter, who is taking a long sip. A pretty waitress in a pink uniform fills the first guy's glass. The words flash on the screen: "Free refills. It should be a law."

Here are snippets from the article on the other concepts for the other new spots.

In addition to the Coke Classic commercials, the company is introducing new spots for Diet Coke, Coke Zero and Black Cherry Vanilla Coke.

In addition to the North American commercials, a global campaign for Coke Classic is on the way. The global tagline — "Live on the Coke Side of Life" — will start appearing in commercials in the United States in March.

One commercial is an upclose look at Coke poured over ice cream. The words flash up: You had a good run, root beer.

In another, a 20-something guy fills up a fountain drink at a convenience store, takes a sip and then tops off his Coke again. He does this several times, surreptitiously watching the store clerk to make sure he doesn't get caught. The words: "Sip stealing. Not a felony in all 50 states."

Coke Zero is also getting new commercials that play on the "zero" in the name. In one of the new commercials, there is a car wreck. The drivers start yelling at each other. A bystander points out the traffic light is broken, so both drivers saw a green light, leading to the wreck. The drivers apologize and shake hands. The hook is that instead of real dialogue, the actors are counting down from 20. The only way to guess at what they are actually saying is their actions and the tone of their voices.

The new Diet Coke commercials feature the tagline "Light it up." In one, a pretty woman walks into a barber shop, points at an old-fashioned sketch of men's haircuts, then sits down. The men in the barber shop look skeptical.

As the barber snips, the woman sips a Diet Coke. After the cut, she walks down the street with her short hair, looking stylish and confident, and — you guessed it — sipping a Diet Coke.