The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

January 27, 2012 | 1 min read

Coca Cola has unveiled its pre-Super Bowl ads, inviting the public to join its polar bears in watching the game, live.

Coca Cola, which revealed its Super Bowl plans last night, asks the public to RSVP to join the two polars bears on the Facebook page, although the stream will also be aired as banner ads on websites such as ESPN.

As part of the campaign, created by Wieden & Kennedy, the bears will tweet to people about what is happening during the game, with ads set to air during the first and second quarters.

And here's another twist: Coca-Cola has prepared TWO versions of a 60-second spot due to run during the second quarter. Coke won't decide which to actually run until it sees whether the New York Giants or New England Patriots are winning.

Company execs will be in the traffic room to decide which spot runs when the game goes to a commercial break.

Coca-Cola Super Bowl

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