Coca-Cola Marks Underdog’s Crowning Moment in New Big Game Ad

  Coca-Cola Marks Underdog’s Crowning Moment in New Big Game Ad

Business Wire

ATLANTA -- January 27, 2014

On Sunday, teams from Seattle and Denver won’t be the only ones trying to go
all the way. On game day, Coca-Cola will tell the story of a small but
determined high school football player who earns the confidence of his team
when he gets the game-time opportunity of a lifetime.

One of two 60-second Big Game ads from Coca-Cola, “Going All The Way” is an
all-American tale of triumph over adversity. The main character, Adrian,
struggles to fit in and make his mark until the opposing team fumbles the ball
and it lands in his arms. That’s when it’s Adrian’s time to shine. With
support from his team and the crowd in the stands, using sheer grit and
determination, he breaks through, perseveres and achieves unlikely greatness.

“Going All The Way” was shot in Ashwaubenon, a suburb of Green Bay, Wis., with
the final moments filmed at historic Lambeau Field. Most of the ad’s cast was
made up of Green Bay-area residents, and the stadium’s actual groundskeeper of
17 years has a featured role in the spot.

The  commercial, set to House Of Pain’s “Jump Around,” traces Adrian’s
unlikely journey from benchwarmer to star of the game. After scoring a
touchdown, then running through the streets of Ashwaubenon, his dreams are
realized when he runs the length of Lambeau Field, performs a touchdown dance
and attempts his own Lambeau Leap in front of a nearly empty stadium. He
celebrates a moment of happiness and accomplishment when a groundskeeper hands
him an ice-cold Coca-Cola.

"'Going All The Way' is a story that celebrates a young man accomplishing his
dreams. It’s also a celebration of the amazing town of Ashwaubenon, Wis.
coming together and our wonderful partnership with the city of Green Bay,"
said Katie Bayne, President, North America Brands, Coca-Cola North America.
"While Coca-Cola is a global brand, this ad illustrates the deep roots it has
in every community where it does business. We are in every city and every town
across the country, ready to provide the kind of refreshing, uplifting moments
of optimism Adrian enjoys after his journey to Lambeau Field."

“Going All The Way” will air during the second half of the Big Game. Another
60-second advertisement from Coca-Cola will also be unveiled during the second
quarter.

This is the eighth consecutive year Coca-Cola commercials will appear during
the Big Game broadcast. Coca-Cola worked with Wieden+Kennedy in Portland, Ore.
to create “Going All The Way.” The spot was directed by Jake Scott and
produced by RSA.

Supporting Boys & Girls Clubs of America

For 127 years, Coca-Cola has been bringing people together to support
communities and organizations like Boys & Girls Clubs of America (BGCA).
Today, more than 4,000 Clubs serve some four million young people annually
through Club membership and community outreach. To celebrate the launch of
“Going All The Way,” Coca-Cola will donate $50,000 to the BGCA Triple Play
program once the spot reaches 10,000 shares online.

BGCA enables young people to achieve great futures and provides them with
supportive relationships, enrichment programs and a safe and positive
environment to make new friends. The Coca-Cola Company is a founding sponsor
of the BGCA Triple Play program, which encourages young people to eat a
balanced diet, become more physically active and increase their ability to
engage in healthy relationships.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, one of the world's most valuable and recognizable brands, our
Company's portfolio features 16 billion-dollar brands including Diet Coke,
Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through the
world's largest beverage distribution system, consumers in more than 200
countries enjoy our beverages at a rate of 1.9 billion servings a day. With an
enduring commitment to building sustainable communities, our Company is
focused on initiatives that reduce our environmental footprint, support
active, healthy living, create a safe, inclusive work environment for our
associates, and enhance the economic development of the communities where we
operate. Together with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on
Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at
www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.

Contact:

The Coca-Cola Company
Lauren Thompson, 404-676-3034
laurenthompson@coca-cola.com
 
Press spacebar to pause and continue. Press esc to stop.