The creative process behind a winning Coke ad

03/12/2008 | Wall Street Journal, The

A Coca-Cola spot featuring three giant inflated Macy's parade balloons was one of the most-liked and most-discussed spots aired during this year's Super Bowl. Pio Schunker, Coca-Cola's head of creative excellence for North America, and Hal Curtis, the Wieden + Kennedy creative director who produced the spot, talk about how the ad came to be -- and how Curtis's 12-year-old son delivered a winning ending.

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