• February 13, 2008

Coca-Cola is extending its campaign for Coke Zero by setting up a dozen Nascar drivers.

The ad builds on the Coke Zero campaign launched in 2007, when hidden cameras caught humorous exchanges between improv actors impersonating Coca-Cola brand managers and real-life lawyers. Hoping to "sue" their coworkers who promote the Coke Zero brand, the actors consulted with the attorneys about filing an imaginary lawsuit for "taste infringement," since no-calorie Coke Zero tastes so much like Coca-Cola.

Coke Zero extended the unconventional approach for its new Nascar spot by filming Coca-Cola Racing Family members during awkward, sometimes baffling conversations with the same actors reprising their roles as Coca-Cola brand managers. Expecting to shoot scenes for a different plot, the drivers ended up starring in an entirely different commercial as the phony brand managers solicited their help to keep Coke Zero from taking the checkered flag and further encroaching on Coca-Cola's turf.

The new Coke Zero ad debuts during the Fox broadcast of the Daytona 500 on Sunday at 2 p.m.

Following its debut, 30- and 60-second versions of the spot will air throughout racing season on television and in cinemas. Two additional 30-second spots, also featuring drivers being badgered by the faux Coca-Cola brand managers, will be posted at cokezero.com and Nascar.com.

The ads were created by Crispin Porter + Bogusky of Miami. The 60-second version of the commercial will also be available for viewing at a special Daytona 500 ad showcase on Nascar.com, beginning at 7 a.m. the morning of the Great American Race.

In addition to the new ad campaign, Coke Zero is taking a more prominent role in Nascar beginning this season, including title sponsorship of the Coke Zero 400 Powered By Coca-Cola, which takes place July 5 at Daytona International Speedway.

--Nina M. Lentini