In the late 1970s, Coca-Cola needed a new advertising campaign. Then a copywriter at McCann-Erickson, Penny Hawkey saw an opportunity. She’d previously developed ads for the soft drink Tab, but this was different. Coke was an American institution; a standard jingle wouldn’t cut it. And besides, Hawkey told me, “I’m not particularly fond of jingles and I was doing enough of that on other kinds of things. I’m more of a storyteller.” The goal, she added, is to “invite feelings, not just leave people with a visual impression.”

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