Hey Coke: Masquerade Ball

1958
Sound

Don't be alone out there - watch this early British Coke ad with an unknown Anna Karina.

No party is complete without Coca-Cola - that was the message of early British screen commercials for the drinks giant. It sought to place itself as THE social lubricant of the elite teen gathering - a middle ground between alcohol and other soft drinks. Anna Karina was the then unknown model chosen as the face of the brand, welcomed into a range of parties by an inviting, Coke-clutching crowd across a series of ads.

Within very little time, the Danish-born Karina was hired by Jean-Luc Godard for Le Petit Soldat (1960) and quickly went on to become a defining figure of 1960s European cinema. Sadly, the long-suffering butler who hands her a drink at the end of each advert, before standing awkwardly in the happy crowd did not go on to such a glittering career.

Celebrity Sells

A celebrity endorsement is one of the advertisers' most powerful weapons.

For generations, movie stars, television personalities and sporting heroes have all bought in to selling out. A famous face can trigger a string of associations that advertisers hope will reflect well on the product. And for new faces, an advertising gig can be the path to recognition, and a career which enables you to be the star turn.

Behind the camera, too, advertising commissions can kickstart a career or offer a lucrative sideline. Directors like Alan Parker, Ridley Scott and Hugh Hudson got an early boost from advertising work, and many continued to shoot ads long after they 'made it' in features.