A video game-themed Coca-Cola ad scored well among early reviews of commercials that ran during last night’s Super Bowl.
Of the spot, which mimics the free-ranging, urban landscape of the controversial Grand Theft Auto series, the Rocky Mountain News wrote:
Coca-Cola scored with a couple of ads, including one that used images from the violent video game Grand Theft Auto but turned it around. Our hero walks through town doing small good deeds that set off a chain reaction of loving kindness.
The (ad execs) agreed that one harked back to the days when ’70s singers wanted to buy the world a Coke.
The Detroit News added:
Grand Theft Auto is a huge part of the pop culture machine that has been lauded by fans and criticized by parent groups for its violence and sex. Coke takes the cool factor of the game and puts it in reverse by making it user friendly for all.
From the New York Times:
Coca-Cola borrowed pages from its own playbook with two whimsical spots for Coca-Cola Classic, “Happiness Factory” and “Video Game,” that were as sweet as they were upbeat. The commercials, by Wieden & Kennedy, provided a welcome counterpoint to the martial tone of the evening.
The Sacramento Bee, however, termed the ad “puzzling”:
Coca-Cola, trying to attract the youths, turned a “Grand Theft Auto”-like video game into an “Up With People” spot. The mind reels.
Interestingly enough, AdBowl, which polls viewers on how well they like the Super Bowl commercials, reports that the Coke GTA spot only made the Top 10 among 17-and-unders.