Coke's Super Bowl Ad Seeks to Make the Internet Happier
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Coca-Cola has an ambitious plan for its Super Bowl ad. “Our goal is to inspire America to become a collective force for positivity,” Jennifer Healan, Coca-Cola’s group director of integrated marketing content, said Monday on the marketer’s corporate blog, which previewed the 60-second spot.
The ad, by Wieden & Kennedy, Portland, will “tackle the pervasive negativity polluting social media feeds and comment threads across the Internet,” the company stated. At the end of the spot Coke will tout the hashtag, “#MakeItHappy,” as “a call to action to promote positivity both online and in the real world.”
The ad will run in the first quarter and will not be released early. But the brand will seek to build buzz by releasing three short teaser ads on TV and at cinemas. Additionally, Coke will post four web-only vignettes on social channels, featuring “testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam, as well as those who make it a mission to spread happiness online, like Kid President,” the company stated.
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