Wieden+Kennedy is famous for its Super Bowl blockbusters – in recent years Chrysler’s ‘Imported From Detroit’ campaign – and it’s been signed up by Coca-Cola for what both parties clearly hope and expect will be another biggie.
Coke is running #MakeItHappy, seemingly an attempt to clean the internet of horrid trolls and the like.
Why this should be the business of a soft drinks firm is something one might debate. Trying to do good in the world has become the new version of Mom and apple pie.
Coke says: “Our goal is to inspire America to become a collective force for positivity..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.”
It’s one of many Super Bowl campaigns backed up (or maybe front-ending) massive online and social media campaigns. Unlike most Super Bowl advertisers Coke is keeping its powder dry until the game itself.
But here’s a teaser:
It will take all of W+K’s fabled magic to stop this one falling on its nose. But don’t bet against it.