Following its previous effort that focused on the absence of Coke, Coca-Cola is slated to unveil three NFL-themed spots early next month, sources said.
The 30-second spots, part of Coke's ongoing "Enjoy" campaign, mark the third effort from Cliff Freeman and Partners in New York since the shop was assigned duties for Coke Classic in May. Directed by a team from Traktor in Los Angeles, the spots are said to be humorous and take the form of a slide-show demonstration.
"They didn't push the envelope on this one," a source said of the work. "It'll fall into the 'that's nice' category."
Sources said the concept is a step-by-step instruction on how to enhance football as a spectator sport with Coke Classic. In the new campaign, a slide photo of a white male sitting at home in front of a TV set is shown as a male voiceover gives instructions on how to watch football.
"Invite some friends," the voice-over says in one spot. Another demo slide of the man appears, but he is surrounded by some seedy-looking characters. "Not those friends," the voiceover says. "These friends." Another slide shows him with a more wholesome, desirable group.
In another spot, the theme is how to throw a Super Bowl party. "First, serve some food," the voiceover instructs. A slide demo of food, though it is unclear what kind is shown. "Not that food," the voiceover says, as a different slide showing party snack food and Coke appears.
"Traktor shot and edited enough material for five to seven spots," a source said, but Coke bought three ads.
Agency officials could not be reached for comment at press time. Coke declined comment.
Cliff Freeman's last Coke effort included two teen-targeted spots that broke during the Olympics and showed young people watching a sunrise and dancing. Before that, the shop created four humorous ads in which folks become irritable at the absence of Coke to mark special occasions.
The Atlanta-based client spent about $115 million in media in the U.S. last year, per Competitive Media Reporting.