Filmmaker Martin Scorsese and actor Jonah Hill are the latest high profile stars recruited by Coke for its latest campaign to promote Coca-Cola Energy.
The ‘Show Up’ TV campaign, which debuted during the second quarter of the Super Bowl in the US, shows a tongue-in-cheek twist to waiting for a text response while watching “those three dreaded dots (. . .)“.
The commercial shows Scorsese arriving at a costume party and searching for his partner-in-crime, Hill. He messages Hill, who is at home watching TV and fighting sleep. Viewers are left wondering whether Hill will show up or not.
“Our goal is to bring the energy – literally and figuratively – to the Big Game,” Jaideep Kibe, VP, Coca-Cola Trademark, Coca-Cola North America said.
“We saw an opportunity to drive awareness of the first-ever Coke with energy drink credentials through the lens of an entertaining story of friendship most of us can relate to. Entering a new category is a bold move for Coke, so it’s only fitting that we make an equally bold creative statement at the Big Game.”
The soft drinks giant once again partnered with Amazon’s Alexa to offer free samples to consumers across the country, through the prompt, “Alexa, order Coca-Cola Energy.”
Last week, Coca-Cola Australia partnered with Amazon for its Share a Coke campaign. The promotion encourages consumers to avail of a free personalised Coke bottle by using the ‘Coke Skill’ on an Alexa-enabled device.