Wizzo’s Wizard of Ads partner, Jeff Sexton, makes some interesting observations as he contrasts the new Coca-Cola “happy song” (below)with the 1971 ‘Hilltop’ version that said dreamily, “I want to buy the world a home and furnish it with love… apple trees, honeybees, snow-white turtle doves.”

1.) Jeff notes that in this current “We” generation, it’s important to acknowledge the gritty/evil/downside or your upside won’t have credibility. There is clear-eyed acknowledgement of evil in the video below.

2.) Jeff also notes that sentimentality alone isn’t enough in a “We” generation. He says, “This new video uses facts and math. If you’re going to be optimistic, you’d better bring the data to back it up.”

3.) And all the happy, positive images are based on ACTIONS: Having a child, baking a cake, donating blood..  A “We” generation doesn’t care what you wish would happen or what you’d like to do… They say, “Tell me what you’re actually DOING or have already DONE.”