Following a one-year hiatus, Coca-Cola has purchased a 60-second commercial set to appear in Fox’s broadcast of Super Bowl 54, as first reported this afternoon by Variety.
The last time the soda conglomerate made an appearance during the Big Game was in 2018 with the culturally resonant and poetic “The Wonder of Us.” The memorable spot created by Wieden + Kennedy Portland marked the end of a 12-year run for Coca-Cola in the Super Bowl. The brand sat out the 2019 Super Bowl, choosing only to air its Andy Warhol-inspired animated spot during the pregame on CBS’ broadcast.
According to a spokeswoman for the company, there are no further details about the spot that can be shared at this point.
Per Seth Winter, evp of sports sales for Fox Sports, the programming division recently set two new Super Bowl ad sales records. The first was that Fox received as much as $5.6 million per 30-second spot, and the second was that Fox had already sold out all their in-game ad slots by the end of November. For the first time in five years, Super Bowl ad inventory won’t be up for grabs at the last minute. This is due in part to a formatting change to reduce the number of ad breaks, announced by Fox and the NFL, which resulted in fewer ad breaks.
Prior to “The Wonder of Us,” Coca-Cola’s decision to recycle the rather innocuous “Classic Love Story” spot was not well-received in Super Bowl 51. In 2017, their pregame spot was also recycled with the brand running 2014’s controversial “It’s Beautiful” spot, which featured a multiethnic and multiracial cast of characters singing America the Beautiful in a variety of languages. The spot left some viewers strikingly divided by either rage or delight.
You can keep track of the rest of the advertisers getting into the game by following along with our 2020 Super Bowl Ad Tracker.