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Going All the Way: Coca-Cola Celebrates Underdog’s Crowning Moment in Big Game Ad

By:  Jay Moye Jan 27, 2014
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A small but determined high school football player goes from benchwarmer to hometown hero in one of two new Coca-Cola commercials airing during the Big Game on Sunday.

When the coach waves Adrian -- who has never before played a single down -- onto the field, a fumble sends the ball bouncing No. 39’s way. With his teammates and parents cheering him on, Adrian reaches the end zone.

But he’s not ready for his moment to end there, so he keeps going. Adrian runs through town and eventually scales the steps of Lambeau Field, home of the Green Bay Packers, as House of Pain’s “Jump Around” serves as his personal soundtrack. After high-stepping to his second touchdown in a matter of minutes, he celebrates with a dance and attempts his very own “Lambeau Leap” in front of a nearly empty stadium.

Elated and exhausted, his dream is fully realized when he looks up from the hallowed turf and a groundskeeper hands him an ice-cold Coca-Cola.

“Going All The Way” was filmed in the Green Bay suburb of Ashwaubenon, Wis., a small community located in the shadows of Lambeau Field. Most of the ad’s cast and crew of nearly 100 was made up of area residents, including players from the Ashwaubenon High School football team (which proudly sports the same colors as its big-league neighbors) and Lambeau’s groundskeeper of more than 17 years.

“It’s about football and this town’s love of football,” director Jake Scott says of the spot. “When you come to a place like this, you’ve all this great local character. The story deserved that level of authenticity.”

“Going All The Way,” created by Wieden+Kennedy and produced by RSA, will air during the second half of the showdown between Seattle and Denver. A second Coke ad will be unveiled during the second quarter. This marks the eighth consecutive year Coca-Cola commercials will appear during the Big Game.

To celebrate the launch of “Going All The Way,” Coca-Cola will donate $50,000 to the Boys & Girls Clubs of America’s Triple Play program once the spot reaches 10,000 shares online. Coke is a founding sponsor of Triple Play, which encourages young people to eat a balanced diet, become more physically active and engage in healthy relationships.