Don't be surprised when you're treated to the Grand Theft Auto inspired Coca-Cola ad today during the Super Bowl. According to CNN/Money, Coke is returning to the Super Bowl after being on break since 1998. Apparently Coca-Cola believes they found a culturally relevant way to promote to the demographic.
Susan McDermott, a spokesperson for Coca-Cola North America, said, "We wanted to kick things off big in 2007. We've been a partner with 'American Idol' since the beginning so the strategy was to debut new ads on the Super Bowl and 'Idol' in order to hit the biggest entertainment and sports programming within two weeks." She also notes that this "old" GTA coke ad (found after the break) now has a chance to reach a much larger audience. And they better get some bang for their buck, the price for a 30-second spot during the Super Bowl is $2.6 million -- the commercial, in its original format, runs a full minute.