• Ad Age, Thursday, December 13, 2007 11:30 AM

Coca-Cola is thinking about another ad appearance in Super Bowl XLII, insiders say, after an apparently successful effort in last year's Big Game after a long absence. Arch rival Pepsico had dominated the event for years, but Coke scored in the 2007 edition, via especially clever creative, with one ad mimicking a video game and another taking an unusual look inside a vending machine.

But if the soda-pop giant wants in, it will cost: Sales of Super Bowl ad time are brisk, with Fox seeking as much as $2.7 million -- or more -- for a 30-second spot. The writers' strike has apparently made the event even more valuable. Should it continue, networks will soon have few of their most popular programs to sell into.

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