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One of the series that has just hit television and cinema screens in South Africa, it features football legend Roger Milla and the music of Somalian hip-hop artist K’Naan, described by The Economist magazine as “the latest African voice to resonate across the world.”

The commercial focuses on one of football’s most memorable moments – when 1990 FIFA World Cup hero, Roger Milla, became the first African player to score a FIFA World-Cup goal and then, in a display of unbridled joy, danced his now legendary “corner dance” in front of a Coca-Cola perimeter board. His celebration became an icon for players and fans the world over and he became a Coca-Cola global football ambassador.

More to come

The 60-second commercial will be followed by a series of different advertisements in the run up to and during the World Cup. The South African edit also includes goal-scoring Bafana Bafana, spearheaded by the brand ambassador, Steven Pienaar.

The History of Celebration TV commercial features a compilation of international teams and players showing off their celebratory moves, like Brazilian striker, Bebeto’s “Baby Rocker”, and Cameroonian legendary striker, Roger Milla’s, “Makossa”. The commercial to be aired globally and in South Africa will be one of three used to add to the excitement of “opening football happiness.”

The ads will support the company’s long standing partnership with FIFA – including the South African leg of the 2010 FIFA World Cup Trophy Tour, which will run over 32 days during May and June, just before the start of the games; and the official fan parks during the tournament.

Theme song set to outsell Pavarotti

The soundtrack, featuring K’Naan, is lauded by The Economist, which suggests that the Wavin’ Flag – Coca-Cola Celebration Mix, may even outsell Luciano Pavarotti’s rendition of Nessun Dorma, the Cup’s theme tune when it was held in Italy in 1990.

The track will be used as the music throughout the entire Coca-Cola campaign and is already climbing up charts across the world.

Digital versions

The Celebration theme of the commercials will be supported via digital and mobile programs and is pulled into activation by a brand-sponsored “corner celebration” epitomized by Roger Milla in the commercial.

“This is a unique global campaign for Africa’s first FIFA World Cup,” continues Abrahams. “Not only is the ad being flighted in every corner of the world, but it is the platform for all of our celebration activations that we will bring to the market for the 2010 FIFA World Cup.”