NEW YORK -- The only TV commercial to run in North American English-speaking media for Coke Classic's World Cup sponsorship breaks today in spot markets.
The effort, which was also produced in Spanish, is part of a three-spot campaign; the other two ads are in Spanish. "Awakening," created by Leo Burnett's Lapiz division in Chicago, shows the predawn grogginess of two friends as they wake up and prepare to go out. Both rush to a third friend's apartment, assembling on a couch before a TV set. After fortifying themselves with long drafts of Coke, they turn on the TV, listening to a soccer announcer's voice. The sun has not yet risen. "Here's to those who live soccer with true passion," a voiceover says.
Anali Cline, brand manager for Coke Classic Hispanic in North America, said the spot shows consumers "who are planning to wake up in the middle of the night to watch their favorite teams play live from Japan and Korea." The Spanish version of "Awakening," as well as two other 30-second Spanish ads from McCann-Erickson, broke on Hispanic stations last month. "Surprise Lesson" shows an Asian sports announcer seeking help from a Latino colleague on how to shout, "Goal!" "A big part of the game is the announcer," Cline said. "They can shout 'goal' for up to a minute."
A third spot is a live-action animation in which players' jerseys change to reflect those of the participating teams. Coke is also running radio, print and outdoor World Cup ads in Spanish markets. The World Cup work will run about 300 times in the U.S. until June 30, the date of the final game. Cline declined to give budget figures. Universal McCann handles media buying.