In the spirit of the upcoming Super Bowl, Coca-Cola never ceases to entertain. This year’s commercial advertisement features two animated polar bears who will be indirectly involved in the game. Their most interesting selling point with this approach is that the two bears will be commenting on the game’s developments in real time. 

Coca-Cola will be running two commercials that feature the polar bears in the first and last half of the game, with their main focus in the campaign being the online commentary that progresses throughout the length of the Super Bowl. Two puppeteers will be controlling the bears' movements via X-box, making them cheer when their team scores and respond to the various other ads that will be aired during the game.

Coca-Cola is one of the only two companies who are tapping into the growing popularity of social media as a marketing tool, rather than just the traditional TV spot. This innovative approach to their campaign makes an interesting use of the company’s iconic polar bear mascots, whom they utilize throughout the winter season.

For those interested in seeing flesh and blood polar bears as opposed to their animated counterparts, take a tour to Churchill, Manitoba, where experienced guides will lead visitors to the bears in their natural habitat and hunting grounds.