Out with the cute, and in with Indiana Jones, Lawrence of Arabia, Mad Max and The Adventures of Priscilla, Queen of the Desert in Coca-Cola's 2013 Super Bowl ad. Gone are the caffeine-company's sweet images of polar bears, seals and penguins sharing a beverage. Instead, viewers are taken on a ride (literally) through a sweaty desert.
The company’s Super Bowl campaign features three teams that are competing to be the first to get to a Coke bottle mirage, Coke executives told reporters in a webcast Tuesday. The one-minute piece is interactive, encouraging viewers to vote online at CokeChase.com for either the Cowboys, the Bandlanders or the Showgirls to reach the bottle first.
A disappointing oversight by Coke - the camel riders - who open the scene, are not allowed to win.