Coca-Cola is seeking to accentuate the positive in an ad set for the Super Bowl this Sunday.
The world’s largest soft drink maker is taking on the dark side of social media and the negativity it sometimes elicits by issuing the hashtag #MakeItHappy and a commercial to rally the nation to look on the brighter side of life.
The Atlanta-based giant is keeping the specifics of the actual 60-second commercial under wraps (it will air during the first quarter), but has released a few teasers featuring images of hate speech, an ominous data center overrun with wires and Americans gaping at phone and laptop screens at news that something good is coming.
“Coca-Cola has always stood for optimism, uplift and inclusion… and these core values have been a common thread in our advertising through the years,” Andy McMillin, vice president and general manager of Coca-Cola Trademark Brands, said in a release.
A 30-second ad for the Super Bowl is estimated to cost about $4.5 million this year. More than 170 million people are expected to watch the game — traditionally the nation’s most viewed event.
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