Check it out: Coke gets in the game

The brand's new spot for the FIFA Women's World Cup shows females leading on the field.

Coca-Cola Canada’s latest national TV spot is all about the feeling of getting in the game.

Part of the brand’s partnership with the 2015 FIFA Women’s World Cup, the spot featuring Canadian player Christine Sinclair is all about empowering female athletes. The ad, created by Sid Lee, features Sinclair jumping into a video game with male players and dominating the field (and, naturally, celebrating with a Coke afterwards). UM led the media buy for the campaign.

“One of the most important messages, perhaps subtle for some, is that the [ad] features a fictional video game that showcases female athletes and puts them in the game against the men – who traditionally are the ones depicted in video games,” says Michael Samoszewski, VP of sparkling beverages at Coca-Cola. “We make them the stars of the game, showing that there are no gender bounds when it comes to soccer and sports.”

Coca-Cola also has partnered with FIFA for a 12-city trophy tour in the lead-up to the World Cup, which runs June 6 to July 5. As part of the tour, which is reaching its midway point this week, Coca-Cola has released limited-edition cans featuring the host cities for the tournament (sold in grocery stores) along with a limited edition aluminium bottle available at the “Fan Experience” spots during the tour, where Canadians can also have their photo taken with the FIFA trophy. In-store merchandising was led by TrojanOne, with packaging taken on by Perennial. Ignition and Inventa handled experiential, with Hill + Knowlton leading PR.