Coke's Super Bowl spot will address the negativity on the internet, setting out to make it a happier place with the hashtag #MakeItHappy. The company says the ad, by Wieden & Kennedy, Portland, will "tackle the pervasive negativity polluting social media feeds and comment threads across the Internet." As shown in this teaser, it thinks this could be a seismic change.
As well as the game day ad (which is being teased on the web and TV), Coke will post four web-only vignettes on social channels, featuring testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam.
Read more on this story over at AdAge.com.