“We all have different looks and loves, likes and dislikes, too,” a female voice says over quickly edited vignettes of people from all walks of life enjoying a variety of
"But there’s a Coke for we and us. And there’s a Coke for you.”
A new ad titled “The Wonder of Us” will air during the fourth quarter of Sunday’s Big Game, celebrating
“We want people to stop for a moment and think about the
The 60-second spot is the first in a series of 2018 ads from the “A Coke for Everyone” communications platform, which marks the next iteration of the global “One Brand” strategy uniting
The tone of the spot, directed by Alma Har’el and created by Wieden + Kennedy Portland, builds on Coke’s longstanding legacy of inclusive advertising.
"Coke has always been a beacon of optimism,” Healan said, name-checking the iconic 1971 “Hilltop” ad, which taught the world to sing in perfect harmony. “We’ve always been a delicious and refreshing beverage, but our values let us stand for so much more.”
“The Wonder of Us” opens a 2018 chapter of this conversation with a timely message presented in a “uniquely Coke way,” said Healan, adding that the ad’s use of an original poem versus a song or dialogue makes it even more special and surprising to viewers.
Coca-Cola will fuel conversation about the commercial in the days surrounding the Big Game. The brand will run a full-page ad in The New York Times and USA TODAY with the full text of the poem, and fans can unlock even more special content by “liking” "The Wonder of Us" on Twitter. Employees and fans can submit a photo of themselves and their favorite
In the coming months,
"The Wonder of Us" marks Coke’s 12th consecutive appearance in the Big Game.