As millions of families, friends and also rival fans huddle about screens huge and tiny for following Sunday’s huge Game kickoff, Coca-Cola will repeat them the togetherness – and differences – room beautiful.
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A brand-new 60-second spot title “A Coke is a Coke” highlights the reality that Coca-Cola – any Coca-Cola – is, and constantly has been, because that everyone. In the ad, which will air throughout the pregame telecast immediately before the national anthem, a actors of animated personalities representing various walks the life gain the taste of Coca-Cola in lot of varieties and also packages. Every image, word and voice featured in the clues is meant to bring people with each other – regardless of race, gender, origin, religion, profession, way of life or suggest of see – and celebrate their differences over one ice-cold Coke. “A Coke is a Coke” was developed by Wieden+Kennedy and also animated through Psyop.
“A Coke is a Coke” is a happy yet touching expression that the values the brand has taken on for an ext than 132 years.
“The huge Game is such a great opportunity because that America to come together, and for united state to articulate what Coca-Cola is all about,” claims Jennifer Healan, team director, combined marketing content, Coca-Cola North America. “We’re excited to share ‘A Coke is a Coke’, which brings to life the optimism, diversity and also inclusion ours brand means in a unique way.”
The an innovative was motivated by a passage from pop-art icon Andy Warhol’s 1975 book, "The approach of Andy Warhol":
What’s an excellent about this nation is the America began the heritage where the richest consumers purchase essentially the same thing as the poorest. You deserve to be city hall TV and also see Coca-Cola, and also you recognize that the President drinks Coke, Liz Taylor drink Coke, and, just think, you can drink Coke, too. A Coke is a Coke, and also no quantity of money can acquire you a better Coke 보다 the one the bum on the edge is drinking. Every the Cokes room the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum to know it and also you know it.
On social media, Coca-Cola will invite fans to re-superstructure the “Together is Beautiful” message by sending out selfies celebrate what makes them both different and beautiful. Choose images will be recreated making use of a comparable illustrative format as the characters in “A Coke is a Coke” and featured in a mural on Coca-Cola’s Instagram channel the night of the huge Game. The brand likewise will proactively respond to followers on Twitter through uplifting message from “A Coke is a Coke” characters.
Coca-Cola has a long background of using the world’s greatest advertising stage to memory unity, especially during seasons of social division. In 2014 and 2018, the brand to win a comparable chord v the buzzworthy “It’s Beautiful” and “The Wonder of Us.”
This year placement that “A Coke is a Coke” in the pre-game telecast build on this legacy and, follow to Brynn Bardacke, vice president, content and creative excellence, Coca-Cola North America, is both appropriate and intentional.
“The timeless article of the point out is specifically relevant today provided what’s keep going in society, and we hope it will certainly resonate through viewers together they come together as a country to sing our national anthem,” she explains. “These values have been a constant for the Coca-Cola brand since they’re enduring. And not only have we celebrated these values… Coca-Cola is a brand and business the demonstrates them with action.”
Case in point, The Coca-Cola Foundation has announced a $1 million grant to allow cost-free admission for anyone visiting Atlanta’s National facility for Civil and Human Rights from Jan. 28 v the end of February (Black history Month). The goal: to attach the history of the American polite Rights activity with human being rights and also inclusion issues around the world and also celebrate of function diversity and inclusion in the story that Atlanta.
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“We can’t think of a far better way to celebrate our hometown,” claimed Helen blacksmith Price, chairman of The Coca-Cola Foundation, the company"s global philanthropic arm. “(This grant) is all about giving visitors and also residents alike the chance to know Atlanta’s rich civil and human legal rights legacy, particularly as tens of countless guests visit our city because that the huge Game.”
Coca-Cola has actually been central to Atlanta’s push to become more global, inclusive and welcoming. In 1965, Coca-Cola leaders played a vital role in ensuring the Dr. Boy name Luther King Jr. To be duly well-known by the city after winning the Nobel peace Prize. Over the last decade, The Coca-Cola Company and also The Coca-Cola Foundation have invested an ext than $160 million and also tens of countless volunteer hrs in support of social, economic and environmental programs throughout Atlanta, including a gift of the land wherein the center for Civil and also Human Rights center sits.