Coca-Cola is ditching the showgirls and cowboys to celebrate underdogs in this year’s Super Bowl ad.
The Atlanta-based beverage giant on Monday released “Going All The Way,” a spot that spotlights Adrian, a kid who runs a touchdown after a fumble on a football field in suburban Green Bay, Wis. But instead of stopping under the goal posts for a celebratory dance on the field in Ashwaubenon, Wis., he continues running all the way to Lambeau Field.
Once there he attempts a “Lambeau Leap” — a jump into the stands to celebrate with fans — before falling to the ground in happiness. A Lambeau groundskeeper extends a hearty congratulations with a “Hey kid, here” as he hands him a Coke.
The spot, which will air during the second half of the game, is one of two commercials the company plans for the nation’s most-watched sporting event this weekend. Information for the other ad is being held back as a surprise, said Katie Bayne, president of North American Brands for Coca-Cola.
Last year Coca-Cola’s Super Bowl offering included a commercial with showgirls, cowboys and Mad Max-style “badlanders” in race for a Coke they see in a desert mirage.
Bayne said “Going All the Way” allows the brand to connect with the underdog in everyone and to demonstrate that there’s a touchdown in all of us.
“We always try to tell great stories about our brand that is relatable,” she said.
