• by Fern Siegel , 3 hours ago

Coca-Cola has a new marketing campaign message for fans: “Go the Distance.”

The new 30-second football-fan spot, created by WPP Open X and led by Cartwright, aided by Studio X, VML, Ogilvy, Hogarth and T&P, celebrates the intensity of team spirit.

The TVC spot runs throughout college-football season on ABC, NBC, FOX, FS1, BTN, TNT, ESPN, ESPN2, TNT, TBS, TRUTV and across social and digital platforms. There are also paid media partnerships, in-stadium promotions, OOH, retail ads and on-campus tailgates at select universities nationwide. 

"In year three of the 'Fan Work Is Thirsty Work' campaign, we’re celebrating the people doing the thirstiest work off the field during football season: the away fans. From long journeys to loud — sometimes unwelcoming —c rowds, their dedication deserves an ice-cold Coca-Cola to quench their thirst and toast their team," Stewart Poindexter, senior copywriter, and Clelia Hernandex, seniior art director, Cartwright, told Agency Daily.

The TVC spot features several Coca-Cola’s NCAA partner schools, including the University of Michigan, Notre Damn, USC, LSU and Ohio State. The Fan Work is Thirsty Work Tour will visit 53 different campuses during the football season.

In the spot, fans are seen drinking Coca-Cola and Coca-Cola Zero Sugar. The latter's on-pack promo takes fans to a site where they can win prizes, gift cards or even a trip to see their team play.