Have you ever found yourself at a party late in the evening with plans to meet a friend, only to have that friend flake out? Well, Coca-Cola wants you to know it feels your pain.
During the Super Bowl this Sunday, the beverage giant will premiere an ad campaign for Coca-Cola Energy, starring actor Jonah Hill and Oscar-winning director Martin Scorsese.
The 60-second spot, to air at the beginning of the game’s second quarter, opens with Scorsese in the midst of a festive costume fete. The ad switches to a fatigued Hill sitting on his couch at home, yawning—apparently, he was supposed to meet up with the director.
Scorsese reminds Hill about the party. When it seems that Hill is about to stand up his friend, we find him at a convenience store drinking a Coca-Cola Energy beverage. “On my way!” Hill texts. He arrives at the party and embraces Scorsese. As the ad wraps, it advises viewers to “Show Up” and concludes, “Energy you want. Taste you love.”
Wieden + Kennedy, Coca-Cola’s partner for over a decade, is the creative agency behind the spot, according to Geoff Cottrill, svp of strategic marketing for Coca-Cola.
“We’ve all been in a situation where we don’t have the energy to go meet a friend,” he explained, adding that Hill, who in turn wanted Scorsese to co-star, came immediately to mind for the spot. Everyone agreed Hill and Scorsese were a home run, according to Cottrill, and it was abundantly clear the pair are good friends. The ad also features a cameo by two-time Grammy nominee YBN Cordae.
All Coca-Cola ads begin with a human insight, noted Jaideep Kibe, vp of Coca-Cola TM. He added that the ad marks the launch of the energy drink in the U.S. market, which combines the taste of Coke with about the same amount of caffeine as a shot of espresso. He described it as the company’s biggest product launch in years.
What happens on the Monday after the ad airs may be almost as intriguing for Coca-Cola, as it is likely to be the company’s largest sampling day with the help of Amazon’s fleet of Treasure Trucks in 29 markets, according to Cottrill. Kibe added that customers can also ask their Alexa voice assistant to purchase a can of Coca-Cola Energy, or have a free sample shipped.
The beverage company will also be in Grand Central Terminal in Manhattan, as well as other major transit centers in the U.S. offering free product to commuters who resist the trend of what is commonly the biggest absentee work day of the year. About 11% of employees call in sick on the Monday after the Super Bowl, which Fox is actually encouraging by offering prizes to those who stay home on “Super Monday.” For its part, Coca-Cola is calling the day “Show Up Monday.”
“Coca-Cola tries to show up in places that are surprising,” Kibe added.
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 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.
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