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Salma Hayek Celebrates her Latin Roots in new Coca-Cola 'Real' Ad

New Coca-Cola ad featuring Salma Hayek to debut September 22

September 18, 2003 - Hollywood may have made Academy Award-nominated actress Salma Hayek a mainstream star, but in a new Coca-Cola 'Real' TV spot breaking September 22nd, she shows that crossover fame has not overshadowed her Latin roots.

The new spot, titled "Hollywood Restaurant," was produced in both English and Spanish and will run on national general market and Spanish-language television. In the spot, Hayek sneaks away from a dinner meeting at a swanky Hollywood restaurant to the kitchen, where she treats her taste buds to a taco and ice-cold Coca-Cola while laughing with the chef and wait staff.

"As someone who is known to be true to herself and her roots, Salma Hayek personifies the spirit of the Coca-Cola 'Real' campaign idea," said Esther Lee, chief creative officer, Coca-Cola North America. "This spot is also reflective of Salma's cross-cultural life as an actress who has made it in Hollywood and, at heart, a Hispanic who embraces the traditions of her Mexican homeland."

"In 'Hollywood Restaurant,' we see Salma enjoying an ice-cold Coca-Cola with real Mexican food while speaking Spanish with other people of Latin heritage," said Anali Cabrera Cline, senior brand manager, Coca-Cola trademark. "The spot demonstrates a real, shared connection between people and the natural role that Coca-Cola plays in it."

Shot on location at the West Hollywood restaurant Koi, the ad was directed by acclaimed director Bryan Singer, whose career highlights include X-Men, X2 and The Usual Suspects. The new advertising was created by Chicago-based Hispanic advertising agency Lápiz, a division of Leo Burnett USA.

"Coca-Cola...Real" is an integrated platform that incorporates all of brand Coca-Cola's marketing initiatives and properties, including advertising, strong music and digital components, promotional vehicles, one-to-one marketing initiatives, and new packaging and graphics.

Source: Coca-Cola press release.

 


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