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Coke Airing Super Bowl Ad Teasers on TV; Also Offering Supporting Videos Online

by Karlene Lukovitz , January 26, 2015

Building up to the debut of its new 60-second ad during the first quarter of the Super Bowl, Coca-Cola is releasing three teaser videos and four supporting "vignettes."

The full ad won't be revealed prior to the game, but the teasers are being aired on TV and in cinemas, starting today. The vignettes are being released over the course of this week on the Coca-Cola Journey site and the brand's social channels, including YouTube (where the teasers can also be viewed).

Coca-Cola states that the goals of the ad, which ends with the hashtag #MakeItHappy, are nothing less than to "tackle the pervasive negativity polluting social media feeds and comment threads across the Internet" and "promote positivity both online and in the real world."

The spot, from Wieden+Kennedy, Portland, is "intended to disrupt the complacency that’s set in around online negativity,” said Jennifer Healan, Coca-Cola’s group director of integrated marketing content. “Our goal is to inspire America to become a collective force for positivity.”

The teaser ads offer glimpses of some of that online negativity and the #MakeItHappy call to action, with one declaring that "The Internet may never be the same."

Some of the vignettes offer personal stories of online negativity from teens and adults who have experienced it, including race car driver Danica Patrick and football player Michael Sam. Others profile people who strive to spread happiness online, including a nearly three-minute video on "Kid President."

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3 comments about "Coke Airing Super Bowl Ad Teasers on TV; Also Offering Supporting Videos Online".

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Chris Smith from ASU, January 27, 2015 at 12:53 a.m.
This week for companies is one of the biggest week in most every companies agenda. It is Superbowl week and every company wants their company displayed everywhere that they can possibly have them displayed. Companies are and willing to spend million upon millions of dollars for their company to be seen and heard. But, once the big game is on, on Sunday, companies are paying millions of dollars for their 30 second to one minute commercial. When it comes to the Superbowl, people are just in it for the game, but also for the tv commercials. Not only is this one big American sporting event, but it is also a time for companies to have their ads being displayed all over the world, as well as bringing in more customers based on their 30 seconds to one minute ad during the Superbowl commercial breaks. In the had Coca-Cola is releasing teasers of their ideas that they will showcasing this Sunday. I feel like this is a good thing for them to do. They are going to release teasers of their commercial, this making people want to turn into what they are going to be presenting once their ad is showcased. I feel like more and more companies show do this idea that Coke is running with. Not only will it make people watch to purchase their product more, but all bring in a lot more viewers. This is a smart idea for Coke to do and next year others show follow.
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Mike Greco from Indy App Systems, January 27, 2015 at 3:07 a.m.

I was bored by everything they've done in the last two years. Hopefully, they get back to their marketing genius this weekend.

Steven Schreibman from Finish Line, January 28, 2015 at 2:57 p.m.

With all the discussion everywhere about how select advertisers are creating and executing "marketing plans" around their Super Bowl advertising, it's important to remember where all of this strategic and integrated behavior started. In 2007, Nationwide Insurance was the first Super Bowl sponsor to release its ad before the game, a move many deemed heretical to the Super Bowl ad experience. (USA Today headline: "Nationwide Gives Away Super Bowl Ad Surprise.") I led the team responsible for this effort. We supported the release of the ad with PR, social media (local and national) the creation of a "director's cut" of the ad, recording and releasing an extended remix of the music used in the ad, and appearances by the ad's star. The commercial in question, "Rollin' VIP," which starred Kevin Federline--check it out on YouTube--changed Super Bowl adverising history and forever changed Super Bowl sponsor engagement with their advertising.