Coca-Cola isn’t advertising in the Super Bowl but it’s setting the table with a pre-game unity plea. “You can get one if you want no matter where you’re from,” says the spot, which debuts in the last ad slot before the national anthem. “He drinks coke and she drinks coke even though they disagree.”
“We all have different hearts and hands, heads holding various views,” it adds later. “Don’t you see? Different is beautiful. And together is beautiful too.”
Here’s the question for the marketing pros who read this newsletter, especially as debate rages about the value of branding ads and, separately, message marketing: What does a “unity” ad on Super Bowl Sunday achieve for the brand? Email me your comments, which I may edit, and I’ll include the best arguments on Monday.
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