I have a hard time not liking Coke commercials—from the most recent Super Bowl ad to the GTA-inspired spot that played in theaters. (I even like the polar bears.) But I’ve never understood the advertising behind Coke’s alternative brands. Do you really trust Chazz Palminteri’s plea for Vanilla Coke? And how can Coke Blak be mistaken for a celebrity? Despite this, a new spot for Coke Zero has piqued my interest with its animated talking tongues and eyeball. It’s not going to get me to drink Zero, but I can look back one day and know that these alt-brands failed for reasons other than the advertising. You just don’t mess with a classic.

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