Coke, which normally gets emotional with its Super Bowl ads, is taking a lighthearted approach this year with an ad starring Jonah Hill and Martin Scorsese. The 60-second spot by Wieden & Kennedy Portland was released today. It plugs the new Coke Energy drink, in which the company is investing heavily as it takes on Monster and Red Bull.
The ad begins by showing the legendary movie director alone at a costume party, anxiously awaiting Hill and texting him his whereabouts. Hill is home, sleepy, and has forgotten about the party.
Scorsese is left hanging, staring at his phone as three dots appear to show that Hill is responding. But the circles then transform in absurd ways—they become a Pac-Man eating three pellets and bodiless heads of rapper YBN Cordae—illustrating the director's mounting anxiety. Hill summons the strength to head to the party, but only after downing a Coke Energy, which contains roughly three times the caffeine as a regular Coke. The spot ends with the tagline, “Energy you want, taste you love.”