Coca Cola advertising during the 2015 Super Bowl was focused on making the internet happier with the ad campaign titled “Make It Happy”.
The ad featured a unique spin on the importance of creating more positivity on the World Wide Web, highlighting inspiring moments of optimism in the face of online negativity. Through the ad, Coca-Cola asked people to stand together in support of one of its core values: spreading happiness.
The spot opens with a student being mocked on video by classmates, negative comments being read on social media, and terse words and reactions shared from behind a screen. The scenes gave way to an Internet server room, where a precariously placed bottle of ice-cold Coca-Cola spilled into the mainframe, sending a massive liquid glitch that spreads happiness into the neighborhoods and cityscapes outside.
Set to the song “Show Me Love” by Hundred Waters, the spot followed the happiness glitch as it entered routers, laptops and mobile phones, turning messages of negativity to ones of uplift and positivity.
Coca-Cola expands the campaign with a website and hashtag on social media, encouraging people to upload happiness to the places that need it most.
On Twitter, users can change hurtful messages into something happier by replying to a negative tweet with the hashtag #MakeItHappy. When they do, positivity unfolds as the original tweet is transformed into ASCII art.
On Instagram users can join the “Smile Petition” by posting a photo of themselves smiling while making a hashtag hand sign and including “#MakeItHappy” in the caption. A digital spill, timed to begin as the ad concludes in broadcast, spread through the Internet via mobile and other digital devices, prompting people around the country to visit GoMakeItHappy.com
Together, DoSomething.org and Coca-Cola are mobilizing DoSomething.org’s community of over 3-million young people to help spread the importance of Coca-Cola’s message to help make the internet a happier place.