Droga5's first work for Coke Zero ties into March Madness

03/17/2013 | Advertising Age (tiered subscription model)

Droga5's first work for Coke Zero shows two men filling out their NCAA basketball tournament brackets at the office when they are interrupted by the boss. A narrator ensures the "bracketologists" that goofing off at work is an American tradition dating back to the Founding Fathers, who are shown in a flashback worrying about a "freshman point guard" and picking America. "It celebrates guys being guys," says Pio Schunker, Coca-Cola's head of integrated marketing communications.

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