A 60-second commercial airing Sunday during the first half of the Big Game will tackle the pervasive negativity polluting social media feeds and comment threads across the Internet. The spot, which will not be released before the game, ends with the #MakeItHappy hashtag – a call to action to promote positivity both online and in the real world.
“Our goal is to inspire America to become a collective force for positivity,” says Jennifer Healan,
Starting today, Coke will release seven supporting films leading up to Sunday’s broadcast. Three short teasers airing on television and in cinemas will feature snippets from the commercial and seed the #MakeItHappy hashtag to spark interest.
Additionally, four online-exclusive vignettes will debut throughout the week on
Watch the films here (and check the playlist throughout the week as new content is added):
This year, Coke will continue its legacy of culturally relevant content by releasing yet another topical and timely spot. Wieden+Kennedy, Portland produced the #MakeItHappy creative, which was shot in Los Angeles, Mexico City and Shanghai.
Coca-Cola also is partnering with DoSomething.org before and after the Big Game, mobilizing the organization’s community of 3.3 million young people to help spread the importance of making the Internet a happier place.
“We’re all surrounded by stories of online negativity, and it’s a concern that only continues to grow within society,” McMillin adds. “We hope this campaign inspires people across the country and around the world to show more positivity in their online actions, and to stop and think before posting a negative comment.”
This is the ninth consecutive year
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