Coca-Cola’s clever new ad uses its logo in a refreshingly old-school way

A new ad from the Coca-Cola Co. opens with a shot of a typewriter clacking out Stephen King’s The Shining. The viewer follows a passage being written in an old-timey typeface until there’s a reference to a bottle of Coke. Suddenly, the type appears as the cola company’s script logo.

The ad is part of a new campaign called “Classic” running in Spain and the U.K., in which Coca-Cola highlights instances when its brand name appears in literature by rendering them in the books’ original first-edition typefaces.