Coke’s Fan-Bears Will React to Super Bowl in Real-Time Ads

Plot of Q2 :60 depends on game. Plus, a social live stream

Coca-Cola rolled out the details of its Super Bowl advertising on Thursday, and compared to what else we've seen, it looks pretty good. At first blush, the campaign, by Wieden + Kennedy in Portland, Ore., is just another take on the brand's classic arctic mascots—the polar bears. But the whole concept is built out around tying into the game itself, in real time—aiming to enhance the overall experience by adding a little topical extra entertainment value. The TV work focuses on two polar bears, chilling out on their "snowfa" and watching the game, rooting for opposite teams. Each sports a colored scarf that denotes its wearer's allegiance—red and white for the Giants, blue and white for the Patriots. A 30-second ad in the first quarter will introduce them. One of two different versions of a 60-second ad will air during the second quarter—which, exactly, will be a game-time call based on how the drama between the two teams is unfolding. One version is posted here:

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.