FitzCo//McCann created a holiday spot for Coca-Cola and Walmart entitled “Earn It” which features a sentimental twist designed to tug at heartstrings for the holidays.
The spot shows a teenager working odd jobs around the holidays to earn some extra money. After finally earning enough money he heads to Walmart to make his purchase, which is revealed in the next scene. Without giving too much away we can say that the spot is built around this reveal, which positions Coca-Cola and Walmart alongside some cute holiday sentimentality. Splitting an ad between two brands is no easy feet, but FitzCo//McCann manages to avoid shortchanging either party. In the opening shot, the protagonist is seen thumbing through a Walmart catalog while drinking a Coke. One of his money making schemes involves selling bottles of the soft drink for $1.25 each and he drinks a bottle again at the conclusion of “Earn It.” It also works surprisingly well with Coca-Cola’s larger “Open Happiness” campaign, albeit with the kind of sentimentality that might seem too much at any other time of year. Read more