The Marvel themed spot debuted during the second quarter of the Super Bowl 50 to unveil the brand’s signature 7.5-ounce Mini Can
Coca-Cola has launched a new commercial which offers viewers a David and Goliath style brawl for engagement as well as a sizable surprise, but with a twist. Titled Coke Mini, the spot debuted during the second quarter of the Super Bowl 50 to unveil the brand’s signature 7.5-ounce Mini Can.
The advertisement was developed in collaboration with Marvel and features two of the world’s most popular superheroes—The Incredible Hulk and Ant-Man. In the clip, the latter (voiced by actor Paul Rudd) attempts to swipe a Coca-Cola Mini from the refrigerator in Bruce Banner’s lab.
Only, he is caught by the scientist mid-heist. Overwhelmed by rage, the ‘good doctor’ transforms into the Hulk and chases the tiny hero through the busy streets. Ultimately cornered, Ant-Man surrenders but not before helping his pursuer, whose fingers are too large to open the Coca-Cola Mini Can.
“Coca-Cola’s One Brand strategy puts the irresistible taste and feeling of an icy-cold Coca-Cola at the centre of our storytelling. There is no better partner than Marvel and no better platform than the Big Game to bring this story to life in an epic way,” said Emmanuel Seuge, SVP, Content for Coca-Cola North America.
Becoming friends rather than foes, both enjoy an ice-cold refreshment and special moment together as the sun sets over a sweeping cityscape. The tagline ‘Sometimes you just want a little Coca-Cola’ closes the spot and fades to black, marking the kick-off of a virtual hunt for limited edition beverage.
Including the aforementioned pair, the airing of the spot has launched a digital search for Mini Cans featuring four other superpowers namely Black Widow, Captain America, Iron Man, and Falcon. Between now and 14 February 2016, Coca-Cola will release hidden clues across its social media channels.
The multiple platforms include Facebook, Twitter, Instagram, YouTube, and Snapchat. Each Easter egg unlocks a limited number of cans and provides direction for the chance to obtain a six-pack of their own. The offering is not on sale in retail outlets and is only available while supplies last.
The effort signals the tenth consecutive year that Coca-Cola commercials have appeared during the Big Game broadcast. The beverage giant teamed up with Wieden + Kennedy in Portland, Oregon as well as Disney to develop the creative execution called Coke Mini.
“Teaming up with Coca-Cola on a larger than life stage is just the beginning of a broader partnership. As we build up to the release of Marvel’s Captain America: Civil War, we look forward to celebrating both brands by creating truly special moments for fans throughout the year,” said Mindy Hamilton, SVP, Global Partnership at Marvel.