Coca-Cola is launching a video game-inspired TV ad that sees the hero of a car racing game spreading “happiness and optimism” after drinking a bottle of Coke. The ad, which is part of a £2m integrated campaign, has been created by Wieden & Kennedy in the US and breaks on March 3.
The TV ad, which features the brand’s “Coke side of life” strapline, will run for six weeks. It will be supported by social media and other digital activity.
Marketing director for Coca-Cola Great Britain Cathryn Sleight says: “The creative flips the gritty mayhem of video games on its head and shows the happiness that can be shared through a bottle of Coca-Cola.”
A viral created by digital marketing agency Anorak will launch the campaign from today (February 22) and will run until mid-March. Sleight adds: “We’ve designed the campaign so that consumers discover the feel-good ad online, enjoy it, and then share it with their friends.”