"While Coca-Cola is a global brand, this ad
illustrates the deep roots it has in every community where it does
business," said Katie Bayne, president for North America brands at
Coca-Cola North America, in a statement.
will air in the second half. Coca-Cola is also planning another
60-second spot by that it says will run in the second quarter. The
marketer has not revealed details on that ad. But one clue possibly
came from Jonathan Mildenhall, VP for global advertising strategy
and content excellence, who has tweeted photos from the commercial
shoot with roller skaters and tap dancers, as pointed out by
MarketingWeek. He told the publication that the advertising
"would be all about celebrating 'American society' and Coca-Cola's
role within it."
declined to discuss details on the second ad, other than to confirm
that it is also by Wieden & Kennedy. She said it will not be
is accompanying the "Going All the Way" ad with a pledge to
contribute $50,000 to the Boys and Girls Clubs of America if the
spot is shared by fans at least 10,000 times across Facebook,
YouTube and Twitter.
ad will not encourage the same level of consumer engagement as last
year's "Mirage" ad. For that spot, users could vote on which team
in the ad should win a race across the desert for a Coke, with the
conclusion featured in an ad that ran in the post game.
repeat that approach? "Each year is a different story," Ms. Bayne
said. "Last year's story lent itself to having this chase
determined live," she added. "This year we are telling a sweet
story in a football spot." But viewers may see "a whole other piece
of our digital and social engagement strategy" with the second ad,
she said, declining to elaborate.