Coca-Cola is focusing on goal celebrations in its advertising in the run up to the football World Cup in June.

The main TV ad, titled ‘History of Celebration’, opens with footage of Cameroon’s Roger Milla’s famous corner flag celebration dance in 1990.

Followed by a montage of different players showing off their moves, the ad is intended to amplify the message of Coca-Cola’s global marketing campaign ‘Open Happiness’.

The campaign also features ads designed more specifically to the web.

An animated spot features an African child celebrating with different players and robots. The ad, titled ‘Quest’, is encouraging users to upload their own goal celebrations to YouTube.

The third spot, ‘Border crossing’, features Coca-Cola truck being stopped by serious looking border guards breaking into cheerful celebrations after finding the FIFA World Cup trophy in the truck.

According to New Media Age, the campaign is Coca-Cola’s single largest integrated marketing drive across 150 markets.

Watch ‘Quest’ on YouTube

Sources: MarketingWeek, New Media Age

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