Coca-Cola believes you can almost hear the sound of its products just by looking at them.
This effect is called synesthesia. It’s when one sense triggers another — like looking at something and suddenly feeling like you can hear it.
Coca-Cola is playing around with that in these ads. The audience is invited to “hear” macro images of the product: a bottle opening, a can cracking, Coke fizzing over the top, all with the line “try not to hear this.”
And yeah, good luck. I can hear every one of them.
I also love how little branding they need. Coke is so recognizable that a bottle cap, bubbles, condensation, or that red is enough to tell you exactly what you’re looking at.