The process of making a Super Bowl ad often entails the deployment whiz-bang special effects honed with weeks of editing and fine-tuning. Not so for Diet Coke in 2018, when it converted what was originally supposed to be a quick social media video into its 30-second in-game TV ad.
The spot, by Anomaly Los Angeles, shows actress Hayley Magnus extolling the virtues of Diet Coke's new Twisted Mango flavor with a little dance. The video was meant to be part of a portfolio of tweetable videos for a "Because I can" campaign touting Diet Coke's new flavor lineup in slim cans.
Magnus improvised the scene while filming in intense heat in east Los Angeles, according to Danielle Henry, group director of integrated marketing content for Coca-Cola North America. The brand liked the video so much that it became its Super Bowl ad, the first big-game spot for Diet Coke since 1997.
"This little teeny tiny snackable peice of social content ended up being one of the best pieces of content that we have in the campaign because it's one of the things that best showcases the attitude of Diet Coke's 'because I can' ... Do whatever makes you happy no matter what anyone else thinks," Henry told Ad Age.
Magnus is among a larger cast of up-and-coming actors that Diet Coke put in the broader campaign, which debuted just before the game. The approach contrasted with the brand's prior strategy of plucking big-name celebrities and pop stars, like Taylor Swift. Magnus herself plays the character Simone on the Australian TV series "Wrong Girl."
The 2018 Super Bowl also included a spot for Coca-Cola Co.'s flagship Coca-Cola brand ("The Wonder of Us.")
Director: Paul Feig, whose credits include the "Ghostbusters" reboot and creating the TV series "Freaks and Geeks."
BRAND: Diet Coke
QUARTER AIRED: Q2