Last week, a report surfaced that Disney will be promoting several of its upcoming movies during Super Bowl 50 this weekend, and while no specific ads were confirmed, it was expected that the studio will promote its highly-anticipated Marvel Phase Three adventure Captain America: Civil War, hitting theaters May 6. Earlier today, several press outlets, such as Ad Week, were sent a promotional set of Coca-Cola cans featuring Captain America: Civil War characters, which confirms that both Marvel and Coca-Cola are teaming up for a Super Bowl 50 ad for this adventure. Additionally, Screen Crush is also confirming that the studio will separately air a new trailer for this upcoming movie, which may debut before the big game.
Ad Week confirms that this Marvel/Coca-Cola video will be a 60-second ad that will air sometime during the second quarter of the Super Bowl, but no details about the ad were revealed. The Coca-Cola cans feature characters such as Captain America (Chris Evans), Iron Man (Robert Downey Jr.), Black Widow (Scarlett Johansson), Ant-Man (Paul Rudd), The Falcon (Anthony Mackie) and, interestingly enough, Hulk (Mark Ruffalo). It has been confirmed numerous times that Hulk won't be featured in Captain America: Civil War, with the character next showing up in Thor: Ragnarok.
It makes sense that the studio would team up with a partner such as Coca-Cola, since a 30-second ad costs a whopping $5 million this year. We're assuming that both Marvel and Coca-Cola are splitting the $10 million cost for their 60-second ad, and it seems that they will continue to promote the movie after the big game. A note sent out to press outlets accompanying the collectible cans read "02.07.16 - The Big Game Is Just the Beginning. Follow @CocaCola to watch the story unfold..." The Coke/Marvel ad was created by prestigious ad firm Wieden+Kennedy, which is best known for its Nike ads. Since we know that Hulk isn't going to be in Captain America: Civil War, perhaps his presence on these Coke cans hints he'll be featured in this 60-second ad, but we'll find out in a few short days.
Screen Crush reports that Marvel will also air a new trailer for Captain America: Civil War that is believed to air before the game itself, most likely during CBS' pre-game coverage. Their report claims that the Marvel/Coke ad won't be released online before the big game, but it isn't known if that will be the case as well for the Captain America: Civil War trailer. We haven't seen any new footage from this superhero adventure since the first trailer dropped in late November, but it isn't known if the studio is springing for a 60-second spot, or just a 30-second trailer.
Captain America: Civil War picks up where Avengers: Age of Ultron left off, as Steve Rogers leads the new team of Avengers in their continued efforts to safeguard humanity. After another international incident involving the Avengers results in collateral damage, political pressure mounts to install a system of accountability and a governing body to determine when to enlist the services of the team. The new status quo fractures the Avengers while they try to protect the world from a new and nefarious villain. While we wait for more on Captain America: Civil War, take a look at a photo of these special Coca-Cola cans for Captain America: Civil War, in theaters May 6.