Coke Zero amps up the excitement for college football with a new multi-spot, day-specific campaign tied created out of Fitzco/McCann, a division of Atlanta-based Fitzgerald and Co. and McCann that serves Coca-Cola.
Part of Coke's second year of partnership with ESPN's College Game Day, the series of spots highlight the anticipation fans experience as the week gets closer to the day of the game. Directed by Arts & Sciences' Matt Aselton, each ad will run throughout the season on a specific day of the week, subtley illustrating a fan ritual as it counts down.
Monday's ad, seen here, shows five burgers frying up on a diner grill and a waitress high-fiving her Auburn fan customer. Tuesday, Wednesday, Thursday and Friday follow suit, all ending with the tag "Zero Means It's Game Day."
The 15-second ads begin running on Monday online and on NBC, CBS and ESPN networks during college games. A 30-second commercial showing the full countdown debuts this Saturday on ESPN.