A little over three years ago, Hal Curtis, creative director on Wieden+Kennedy’s Coke account, was wracking his brain for an idea for the next Super Bowl spot. “When you start to think about Coca-Cola,” he says, “you start to think, what are settings that have scale, that seem to be in the voice of Coke? Well, it’s a football game, a baseball game, a July Fourth picnic, a parade.” There. Curtis had it: a parade.

via Super Bowl Ad Stories: How a 12-Year-Old Rescued This Coke Ad | Fast Company.