The 40-second advert will run for six weeks on satellite and terrestrial TV channels to capitalise on the increasing interest in video games.
In the ad created by Wieden+Kennedy US, a hardened car-racing video game hero will have a change of heart and plug into his softer side by drinking a bottle of Coca Cola and spreading happiness by handing out the drink as he walks through the city.
The video game ad will be supported by a £2m integrated campaign which involves digital seeding, gaming and social media elements. The ad will first break via a viral campaign created by digital agency Anorak and will run until mid March. The viral will be seeded on video sharing websites including Bore Me and banners and links to exclusive contents will also be used to entice the public.
A Microsoft digital advertising solution campaign will offer a video game in which players can also ‘give a little love' via an MSN channel from 26 March . The planning and buying of the TV and online media campaign was coordinated by Vizeum.