Fans (and a singing fish ) take center stage in a joyous Coke soccer ad

Coke focuses squarely on the fans in a new TV spot marking its sponsorship of the U.K. Premier League.

That's not unusual, but the spot, by M&C Saatchi, has some joyous and uplifting touches, not least the choice of music (Yazoo's "Only You.") Directed by Stacy Wall via Rogue, it features 250 real-life soccer fans of diverse backgrounds, ages and clubs celebrating their love of the beautiful game in different ways, whether it's at work, at the pub or at home. 

There's the obligatory player cameos, but they are fun ones -- there's a super-surreal moment when the face of pundit and former player Jermaine Jenas appears in the middle of a fish on a plate of takeout, commentating on a Fulham match, while Manchester United's Jesse Lingard surprises fans outside the team's Old Trafford ground. There's also an appearance from Crystal Palace mascot Kayla the Eagle and from Everton superfan "Speedo Mick."

Stacy Wall comments: “I see the ad as an authentic and compelling love letter to all the fans of the Premier League on behalf of Coca-Cola. We feature real fans who contributed such magical integrity, reality and authenticity to the ad. They also display very clear faith, devotion and passion for the game which ties in perfectly with Coca-Cola’s Where Everyone Plays campaign.”

The ad breaks on Feb. 8 on U.K. TV. In terms of product, Coke Zero Sugar is the only Coke brand to be featured in the spot. According to Coke, this is part of the company’s ongoing commitment to drive sales of its sugar-free options.   Additional activity featuring other brands will follow later in the year.