NewJeans Brings Retro Aesthetic and Modern Design Together in Coca-Cola’s “I Feel Coke” Campaign

A new Coca-Cola advertisement featuring K-POP group NewJeans has drawn worldwide attention and sparked significant discussion. Released on March 12, this ad was created under the creative direction of Billboard Korea and is praised for uniquely blending a slightly awkward retro vibe with fresh modern sensibilities. “I Feel Coke” was both the theme of Coca-Cola’s Japanese advertising series that aired from 1987 to 1990 and the title of a song by Daisuke Inoue, who appeared in those commercials. The original ads from that period received widespread acclaim for capturing the spirit of Japan’s economic boom in the 1980s. The 2025 Seoul version of this ad reinterprets it as an homage that combines nostalgia with a modern twist. The advertising team drew inspiration from the concept of “anemoia.” Anemoia refers to the emotional longing for a time or culture that has not been personally experienced, a term first introduced by American writer John Koernig in his 2012 book “The Dictionary of Mysterious Sadness.” This concept resonates strongly with Generation Z, who feel a craving for the prosperity and joy of past eras amid uncertainty and anxiety. The creators meticulously crafted every detail to maintain the feeling of nostalgia while presenting it in a way that connects with modern audiences. An advertising official explained, “We wanted to evoke emotions tied to memories from the past while reinterpreting them in a fresh and contemporary manner. Ordinary yet beautiful people, scenes that appear realistic yet dreamlike, are all captured through mysterious music and visuals.” This ad is recognized as more than just a standard brand advertisement—it delivers a cultural and emotional interpretation. One online comment praised it by saying, “Is it the 1980s or 2025? Reality or a dream? Nostalgia or memories of something unexperienced? It’s a piece that confuses all of these elements.” As models for this campaign, NewJeans perfectly embody the unique aesthetic that links the 1980s with modern Seoul, delivering a dreamy atmosphere that encourages global viewers to watch it repeatedly.