Coca-Cola Will Return to the Super Bowl With Fresh Creative

Coca-Cola is returning to the Super Bowl next year with fresh creative, a spokesperson for the brand confirmed to Adweek.

The concept of new creative is a change from some of the brand’s previous big game spots. Last year, Coke ran a recycled 30-second spot, “Classic Love Story.” The ad featured Coke Zero and Coke Life products alongside different food pairings. The spot landed on Adweek’s list of The 5 Worst Ads of Super Bowl LI, mostly because consumers had already seen that work.

Ahead of that same game, Super Bowl LI, Coke ran a spot before the game that was also recycled: its contentious 2014 “It’s Beautiful” Super Bowl ad, which was set to America the Beautiful (sung in many different languages) and showed people of all different backgrounds enjoying the product.

In 2015, Coca-Cola teamed up with Marvel for a 60-second spot. The year before that, Coke ran a 60-second spot starring Danica Patrick with creative by Wieden + Kennedy, which aimed to spread positivity online.

No other details were shared at this point in time on either length, creative partner or concept.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

Katie Richards

@ktjrichards

Katie Richards is a staff writer for Adweek.