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Coca-Cola pre-releases Super Bowl ad; Diet Coke joins in for first time in 21 years


Posted by RODNEY HO/rho@ajc.com on his AJC Radio & TV Talk blog on Thursday, February 1, 2018

Coca-Cola pre-released a Super Bowl ad today called "The Wonder of Us," showing people around the world enjoying life and Coca-Cola, too. It's the 12th year in a row the Atlanta-based company has spent millions for ad time.

Ads are costing upwards of $5 million per 30 seconds, meaning this ad will set Coca-Cola back around $10 million before production costs. The ad will air during the fourth quarter.

It's part of a new campaign called “A Coke for Everyone."

Here's the script for the 60-second ad, narrated by different people for each line, emphasizing themes of optimism, diversity and inclusion:

There's a Coke for he.  And she. And her. And me. And them.

There's a different Coke for all of us, especially one for him.

No feet have wandered where you walked.

No eyes saw what you've seen.

No one's lived the life you live.

No head has held your dreams.

To act the same would be mundane.

What a boring thing to do!

That's why there's just one me. 

And a billion unique yous. 

We all have different looks and loves, likes and dislikes, too. 

But there's a Coke for we. And us. 

And there's a Coke for you. 

It's part of a global One Brand strategy, where the company’s namesake beverages, including Coca-Cola, Coca-Cola Zero Sugar and Coca-Cola Life, are united as a single trademark brand.

There's no pop song attached to this ad like the classic 1971 "I'd Like to Buy the World a Coke," which still resonates 47 years later.

Diet Coke is also offering up its first ad since Hanson was popular in an effort to inject new life into a struggling brand. The 30-second ad will air during the third quarter but is not being released in advance of Super Bowl Sunday.

According to Ad Age, Diet Coke is using up-and-coming actors to promote the brand including Gillian Jacobs (NBC's "Community," Netflix's "Love") and Karan Soni, an Indian-American actor known for playing a supporting role in "Deadpool." The new tagline: "Because I Can."

"This is not the hyper-feminine, glossy Diet Coke anymore." Henry says in an interview. Danielle Henry, group director of integrated marketing content for Coca-Cola North America, told Ad Age. "This is an authentic, self-aware, stripped-down Diet Coke that is really inclusive."

More on myAJC: Kempner: Coke softly crosses the ‘them’ gender line in Super Bowl ad

More on Politically Georiga: Georgia Senate condemns NFL ahead of Atlanta’s Super Bowl date 


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About the Author

Rodney Ho covers radio and television for the Atlanta Journal-Constitution.