Coca-Cola is launching a pan-African TV ad called ‘Billion Reasons to Believe’, which aims to capture the spirit of optimism and perseverance embodied by African youth.

The Ogilvy Africa-created ad attempts to convey the idea that for every reason to feel fear there is a reason to hope, for every reason to give in there is a reason to persevere and for every reason to doubt there is a reason to believe.

For example, one sequence shows a football game, with a spectacular goal being scored. “For every great goal,” reads the onscreen copy, “There are a thousand misses.”

The action segues to a fashion show catwalk. “For every amazing style,” reads the copy, before showing a man who has had his afro cut into the shape of a hat. “A dozen attempts,” the text adds.

Other sequences include “embarrassing moments”, such as a performer dropping his guitar onstage while attempting to play it behind his head Jimi Hendix-style.

The ad, which can be viewed here, will appear in the Central East and West Africa region and will be supported by outdoor and print activity created by Ogilvy & Mather Africa and online and digital content from Ogilvy One in Nairobi and media agency MediaCom.

The ad was filmed in South Africa, produced by Pointblank Productions and directed by Nicholas Reynolds.

The campaign follows Ogilvy Africa’s ‘Share a Coke’ global campaign in which bottles and cans of Coke were personalised with names. It elaborates on the theme, with individuals’ stories being depicted.

Martha Greene, Pointblank Productions’ founder and chief executive, said: “It’s not a secret that every day we face different challenges before we are successful.

“This new campaign ultimately sets out to demonstrate the positive impact that a little self belief can have on people’s lives. Working with Nicholas and Ogilvy Africa we’ve produced an authentic brand story that connects with consumers on a deeper level to reveal their ‘human’ side.”