Coca-Cola celebrates people getting together, and the Super Bowl is no exception. A 60-second animated ad titled ‘A Coke is a Coke,’ will air just before kickoff at this year’s game in Atlanta to promote unity.
Inspired by a 1975 quote by iconic pop artist Andy Warhol, the ad brings to life the idea that a Coke is for everyone with its closing line: “We all have different hearts and hands; heads holding various views. Don’t you see? Different is beautiful. And, together is beautiful, too.”
The free-flowing animation in the playful ad features original characters like “Beans the Chef,” “Freddy the Yeti,” and “Abigail the Bird Girl,” who remind viewers that Coke is for everyone and that it is beautiful to celebrate our differences. The ad is the latest chapter in what the Coca-Cola Company states is its “133-year history of standing for togetherness” according to a release. It builds on similar messages from Super Bowl creative aired over the past five years — ‘It’s Beautiful’ and ‘The Wonder of Us’ — and iconic ads from the 1960s and 1970s such as ‘Boys on a Bench’ and ‘Hilltop.’
“Coca-Cola is a brand built on optimism, diversity, and inclusion,” said Stuart Kronauge, president, sparkling business unit and senior vice-president of marketing, Coca-Cola North America. “We have a long history of using the country’s biggest advertising stage to share a message of unity and positivity, especially at times when our nation feels divided. This year, we decided to place our ad just before the national anthem as Americans come together in their living rooms to remind everyone that ‘together is beautiful.’”
Wieden+Kennedy Portland is the ad agency behind the recent series of Super Bowl spots highlighting diversity and inclusion, and ‘A Coke is a Coke’ was created by the agency and animated by Psyop.
Separately, the company’s philanthropic arm, The Coca-Cola Foundation, announced that it is making a $1m donation to the National Center for Civil and Human Rights to allow free admission for the tens of thousands of visitors coming to Atlanta — the company’s hometown — for the Big Game. The grant will allow free admission for anyone visiting the civil rights landmark starting Monday, 28 January through the end of February.
This article first appeared in www.thedrum.com
Guest Author: Kyle O’Brien is The Drum’s Creative Works editor, covering the creative industry. He is based in Pennsylvania and works in The Drum’s New York office. Weekly features include US Creative Works, Ads We Like, Creative Work of the Week and Creative Director’s Choice. He is also a professional saxophone player.