During Super Bowl LII, Coca-Cola pulled on our heart strings with a beautiful 60-second spot, entitled “The Wonder of Us,” celebrating diversity and inclusion.
As AWESOME as the commercial is, one thing that was NOT included was the VANS logo (and side stripe) on a pair of SK8-Hi shoes.
Seen, or not seen, at the :18 second mark, the missing VANS assets were obviously removed on purpose.
Our guess? Given the cost of airing a Super Bowl spot, even a company as big as Coke didn’t want to add a VANS licensing expense to their advertising budget.
That being said, it’s a flat move to feature VANS without a swipe.