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Here's a first for Coca-Cola—a TV commercial comprised entirely of short video clips made by fans (aside from some very brief animations).
The spot, produced by Wieden + Kennedy and set to premiere during Wednesday's season finale of American Idol, came out of a contest announced a few months ago. The brand invited teens to submit short video clips sharing what it feels like when they take a sip of Coke. The best clips, they were told, would be featured in a national Coca-Cola TV ad.