The infamous Coca-Cola “brand managers” have returned to the race track, unleashing their latest attempt to sabotage Coke Zero and the NASCAR® drivers who promote the brand’s REAL Coke taste and zero calories. After humorously failing in previous commercials to solicit help from the drivers in keeping Coke Zero from taking the checkered flag and further encroaching on Coca-Cola’s turf, the brand managers have switched tactics by offering to “help out” this time.
They go on to suggest that the drivers, including the likes of Tony Stewart, Jeff Burton, Greg Biffle and Denny Hamlin, “use the one part of the car that no one has bothered to use for sponsorship yet” – the windshield – to make a bold statement for the Coke Zero brand. The brand managers elicit a wide range of reactions as they pitch their idea to members of the Coca-Cola Racing Family and drape a giant Coke Zero sticker over the windshield of their cars, covering it almost entirely.
The ads were loosely scripted, allowing for plenty of give-and-take between the drivers and the improv actors portraying the brand managers. Two 60-second versions of the Coke Zero “Cover Up” spot will debut during the TNT race broadcast of the Coke Zero 400 Powered by Coca-Cola on July 4th at 7:30 p.m. but you and your readers are invited to see it today along with behind-the-scenes footage from the making of the shoot. Visit tinyurl.com/cokezerocoverup.
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