Coca-Cola launches global 2010 FIFA World Cup advertising campaign

History of Celebration, one of a series of Coca-Cola commercials for 2010 has just hit television and cinema screens in South Africa. It features football legend Roger Milla and the music of Somalian hip-hop artist K’Naan, described by the Economist as 'the latest African voice to resonate across the world'.

The 60” ad will be followed by a series of different Coca-Cola advertisements in the run-up to and during the 2010 FIFA World Cup. They will support Coca-Cola’s long standing partnership with FIFA – including the South African leg of the 2010 FIFA World Cup Trophy Tour by Coca-Cola which will run over 32 days during May and June, just before the start of the games; and the official fan parks during the tournament.

“The History of Celebration ad captures the emotion and joy of the 2010 FIFA World Cup, and marks a great moment in football history where an African legend made history and taught the world how to celebrate -- allying it with Coca-Cola’s 'Open Happiness' brand platform,” says Zayd Abrahams, head of Sparkling Beverages, Coca-Cola South Africa.

The ad focuses on one of football’s most memorable moments – when 1990 FIFA World Cup hero, Roger Milla, became the first African player to score a FIFA World-Cup goal and then, in a display of unbridled joy, danced his now legendary 'corner dance' in front of a Coca-Cola perimeter board. His celebration became an icon for players and fans the world over, and Roger Milla became a Coca-Cola global football ambassador. The South African edit also includes goal-scoring Bafana Bafana, spearheaded by Coca-Cola brand ambassador, Steven Pienaar.

The soundtrack featuring K’Naan, is lauded by the Economist which suggests that the Wavin’ Flag – Coca-Cola Celebration Mix, may even outsell Luciano Pavarotti’s rendition of Nessun Dorma, the cup’s theme tune when it was held in Italy in 1990. The track will be used as the music throughout the entire Coca-Cola campaign, and is already climbing up charts across the world.

The History of Celebration TV ad features a compilation of international teams and players showing off their celebratory moves, like Brazilian striker, Bebeto’s 'Baby Rocker', and Cameroonian legendary striker, Roger Milla’s, 'Makossa'. The commercial to be aired globally and in South Africa will be one of three used to add to the excitement of 'opening football happiness'.

The ‘Celebration’ theme of the Coca-Cola 2010 FIFA World Cup commercials will be supported via digital and mobile programs – and is pulled into activation by a Coca-Cola- sponsored 'corner celebration' epitomised by Roger Milla in the ad.

“This is a unique global campaign for Africa’s first FIFA World Cup,” says Abrahams. “Not only is the ad being flighted in every corner of the world, but it is the platform for all of our celebration activations that we will bring to the market for the 2010 FIFA World Cup.”

“This is not just another television commercial. It is a call to action for the world to celebrate Africa’s coming of age,” he adds.

Watch History of Celebration: