Coke’s New “Masterpiece” Ad Uses Van Gogh, Vermeer & Warhol to What Else?

Coca-Cola’s latest global campaign called Masterpiece, is a short film that features a host of iconic and contemporary paintings all after a Coke.

The two-minute film opens in a museum where a student in a sketching class seems unable to get inspired.

An arm reaches out from French painter Aket’s Divine Idyll (2022) for a bottle in Andy Warhol’s Coca-Cola (4) (1962), peeling it off and tossing it across the gallery.

The bottle is then caught and passed along by figures in

Turner’s The Shipwreck, 1805
Munch’s The Scream, 1895
Utagawa Hiroshige’s Drum Bridge and Setting Sun Hill, 1858

Plus, contemporary artists like Vikram Kushwah, Stefania Tejada, and Fatma Ramadan.

The subject of **Wonderbuhle**’s 2022 portrait **You Can’t Curse Me** lands in **Van Gogh**’s **Bedroom in Arles** (1889).

Finally the Coke ends up in the hands of Vermeer’s Girl With a Pearl Earring, 1665 who sets it out in the gallery for our art student to swig and get the sugar rush he needs to be inspired.

It’s kind of cheesy and amazing at the same time. As an artist, I’m for (almost) anything that gets people looking at art in the context of contemporary culture. Even drinking a Coke in blatantly obvious “no beverage” zone…