Coca-Cola is running an integrated advertising campaign featuring two polar bears who are fans of the two opposing teams in the 2012 Super Bowl. A series of online videos is building awareness of the bears’ site, cokepolarbowl.com, where they will share their reactions to game plays. Two versions of a 60 second commercial will run during the quarter, chosen on the basis of the performance of the New York Giants and New England Patriots.
Click on the image below to play the It’s on video in YouTube (HD)
Click on the image below to play the Party Guests video in YouTube (HD)
Click on the image below to play the Penguin Thief video in YouTube (HD)
Click on the image below to play the Half Time Flipper Dance video in YouTube (HD)
The Super Bowl ad, “Catch,” shows two polar bears watching the Super Bowl, each wearing a scarf in his team’s colors: red and white for the Giants and blue and white for the Patriots. During a commercial break, one bear steps outside the Arctic cave and sees a group of polar bears lounging and drinking Coke. When the bears toss him a Coke and he fumbles the bottle, an acrobatic series ensues until he slides to a halt with the bottle finally secured. The bear whose team is losing will be the one to step outside the cave. If the teams are tied, the decision will be made based on the most-recent plays and which is deemed most in need of a Coke. Click on the image below to play the video in YouTube (HD)
In “Argh!”, shown at the end of the game, the bear whose team loses takes a walk to vent his frustration. Click on the image below to play the video in YouTube (HD)
Credits
The Polar Bears Live campaign is being developed at Wieden+Kennedy, New York, working with digital agency 360i on the live feed.
Filming and animation was shot by director David Scott with VFX produced at Animal Logic.
Sound and music were by Barking Owl.
