The lead television commercial, titled “History of Celebration,” is inspired by 1990 FIFA World Cup star Roger Milla and his corner flag dance goal celebration.
The spot opens with actual footage of Milla’s goal and subsequent dance celebration, followed by a montage of players showing off their moves, representing the evolution of goal celebrations that continues to this day.
A second animated spot called “Quest” follows the journey of a young footballer playing the game on a dusty lot in Africa, where he encounters and interacts with animated versions of other players and “robots” all with their own celebration styles.
The third advert, “Border Crossing,” was created in support of the FIFA World Cup Trophy Tour by Coca-Cola.
In the spot, a Coca-Cola delivery truck is stopped at a border crossing by serious guards who want to inspect the contents of the vehicle. They find the FIFA World Cup trophy and are jubilantly dancing, cheering and photographing themselves with the supreme icon of football glory.
All three spots feature a music soundtrack created by hip-hop artist K’Naan.
The spots are just one aspect of a fully integrated marketing campaign that will reach consumers through in-store displays, packaging, music, experiential and digital programs in more than 150 countries around the world.
The commercials are an extension of the current Coca-Cola global marketing campaign “Open Happiness” and have been created by creative agency Santo.
They launch tonight (19 April) and, will continue to run in the months leading up to the 2010 FIFA World Cup and during the tournament itself.
“Our entire football campaign was designed to amplify the global ’Open Happiness’ campaign for Coca-Cola,” said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. “By tapping into the joyous feelings that are expressed in goal celebrations we bring to life that moment of happiness and uplift that is at the heart of our brand.”