At first blush, the campaign is just another take on the brand’s classic arctic mascots—the polar bears. But the whole concept is built out around tying into the game itself, in real time—aiming to enhance the overall experience by adding a little topical extra entertainment value. The TV work focuses on two polar bears, chilling out on their “snowfa” and watching the game, rooting for opposite teams. Each sports a colored scarf that denotes its wearer’s allegiance—red and white for the Giants, blue and white for the Patriots.
Coke 2012 Commercial: “Catch”
Coke 2012 Commercial: “Arghh”
Coke 2012 Commercial: “Superstition”