Coca-Cola today launched a social media campaign on Facebook that teases its upcoming Super Bowl commercials while raising funds for the Boys & Girls Clubs of America.
“By using our Super Bowl ads to invite people to join us in supporting Boys & Girls Clubs, we’re going beyond simply airing great commercials on a terrific live television event,” said Katie Bayne, CMO of Coca-Cola North America. “We’re reminding people that whenever they enjoy a Coca-Cola, they play a role in helping us make a difference in the lives of others. By opening a Coke they create a happiness multiplier.”
The two new commercials are part of the year-old global “Open happiness” campaign from independent Wieden + Kennedy, Portland, Ore.
In one commercial starring characters from The Simpsons, Mr. Burns has lost his millions and only looks at the bright side of life after convenience store clerk Apu gives him a Coke. In the other spot, a sleepwalker leaves his tent to trek through the African savannah, bypassing a cheetah, a herd of elephants and other dangerous wildlife, to get to a Coke inside a cabin fridge.
The spots are in the “feel-good” tradition of classic Coke commercials like 1971’s “Hilltop” (with “I’d Like to Teach the World to Sing”), 1993’s Polar Bears introduction (“Northern Lights”) and 1980’s “Mean Joe Greene,” said Pio Schunker, client svp of creative excellence. “Coke at its best is a small moment of physical uplift that makes you feel good,” said Schunker. “Coke brings joy.
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