Coca-Cola: el abrazo del alma

Coca-Cola went back to a pivotal moment of the 1978 football World Cup and made it happen again: el abrazo del alma.

Victor Dell’Aquila has a story to tell.
After an electrocution accident, he lost both arms when he was 12.

His passion for football helped him carry on with his life and, on June 15th, 1978, after Argentina became World Champions for the first time ever, he jumped over the fence into the field and ran to Ubaldo Fillol (goalkeeper) and Alberto Tarantini (defender) immediately after the referee ended the 120-minute final.

El abrazo del alma

That unique moment was dubbed “the hug of the soul” (in Spanish, “el abrazo del alma“).

Coca-Cola reunited the three as part of an advertising campaign that carried the trophy around the world before it reached Brazil for the 2014 World Cup.

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