Dive Summary:
- Coca- Cola is planning to continue its 90-year-old iconic polar bear advertising campaign this year with the help of legendary director Ridley Scott.
- Scott will direct and produce a six minute short featuring the family of polar bears that is meant to express togetherness, adventure and of course, the magic of Coke.
- The six minute version will be available on youtube, but there will be shorter versions on television and in print in the next few months.
From the article:
According to Coco-Cola Great Britain, the 30-second TVC and supporting activity 'aims to encourage brand love and celebrate togetherness this winter'.
The content-rich campaign builds the lighthearted tale of a family of polar bears through an initial 30-second TVC, national outdoor advertising, Sky 1 channel partnership and exclusive Arctic-themed downloads.
The campaign also marks a return to the polar bears for the Coca‑Cola brand, after appearing across various advertising campaigns for the past 90 years.
