Coca-Cola is returning to the Super Bowl with a 60-second spot that will celebrate two brand values that the team at Coke has championed for its 130-plus year history—diversity and inclusion.
For this year’s Super Bowl spot (the brand’s 13th consecutive Big Game ad) from Weiden + Kennedy, the brand looked to the legendary artist Andy Warhol. The artist once said, “A coke is a coke,” and that anyone can drink one, from Liz Taylor to the president. Coca-Cola wanted to capture that spirit in a fresh way, and an animated Super Bowl ad was the answer.
“It represents the very democratic truth of our brand, that no matter who you are, there is a Coke for you,” Brynn Bardacke, vp, content and creative excellence, Coca-Cola North America, said. “Certainly in today’s environment there is no doubt that the nation feels divided, so we think it is as relevant as ever. But we didn’t specifically make it because we felt like it was the time to say something like that.”
“A Coke is a Coke” is set to air in the pregame spot, just ahead of the national anthem. It marks the brand’s 13th consecutive appearance in the Big Game. Last year Coca-Cola relayed a similar message of inclusion with its spot, “The Wonder of Us.”
Alongside the Big Game spot, the brand announced that The Coca-Cola Foundation will be making a $1 million donation to The National Center for Civil and Human Rights so that all of the football fans coming to Atlanta for the game, and others dropping by the city in the next few weeks, can score free admission to the center. The foundation will also award three $100,000 grants to Atlanta-based organizations that have been working to keep the legacy of Martin Luther King Jr. alive.
“We will have so many visitors in Atlanta and we wanted to make sure that they have an opportunity to really understand some of the guiding principles that come from our hometown of Atlanta,” Helen Price, vp, global community affairs and president of The Coca-Cola Foundation, The Coca-Cola Company, said.
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