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Volume 10 No. 22
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Coca-Cola Pokes Fun At Inter Milan, AC Milan Football Rivalry In New Commercial

Coca-Cola "brought together fans" on both sides of a football rivalry "by making them give each other sodas," according to Gabriel Beltrone of AD WEEK. "Fair Play Machines," a campaign from McCann in Milan, shows the brand "placing a pair of its signature high-tech, manipulative vending machines at opposite ends of San Siro Stadium in Milan while club teams Inter Milan and A.C. Milan were facing off there." Fans of each team "could hit a button to serve a Coke to an opposing fan at the other machine -- effectively forcing opponents to do something nice for one another." The clip "is full of the happy vibes to be expected from Coke ads, and a nice nod to good sportsmanship -- in a league where its opposite has been disturbingly true lately" (AD WEEK, 5/12).