Try not to hear these Coca-Cola print ads

The latest ad campaign from David Miami for Coca-Cola is a masterstroke of creative artwork and copywriting.

The new ads challenge you not to hear them: the opening of a can, the fizzing of bubbles and popping off a bottle cap.

The campaign taps into a marketing trend harnessing ASMR (Autonomous Sensory Meridian Response) – a tingly feeling your body gets, triggered by sounds and visuals. Eh?!

Well basically, the science bit is called synaesthesia, where two different senses merge. The stimulation of one sense (in this case vision) causes a reaction of another (hearing).

An auditory illusion, that makes you thirsty. Genius.

And I can’t stop looking at these print ads without wanting to guzzle a Coke. So job done.

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