Earlier this week, ComicBook.com revealed that Marvel and Coca-Cola are teaming up to produce a Super Bowl promotion of superheroic proportions.
A sixty-second spot was confirmed as being set to air during the second quarter of today's big game.
Now, that commercial has been released online. You can check it out below.
The cans were accompanied by a card reading, “The Big Game is just the beginning. Follow @CocaCola to watch he story unfold.” The card is dated for Feb. 7, the date of Super Bowl 50.
Many modern Super Bowl commercials attempt to convince viewers to engage their brands on social media after the game, so the Coke Twitter account will likely feature updates piggybacking off of tonight's spot.
Nothing in the way of details had been provided, other than the working assumption that it would tie into Captain America: Civil War since the mini-cans of Coke sent to Adweek featured characters who appear onscreen together -- in some cases for the first time -- in that film. (Also, Hulk.)
Marvel’s “Captain America: Civil War” finds Steve Rogers leading the newly formed team of Avengers in their continued efforts to safeguard humanity. But after another incident involving the Avengers results in collateral damage, political pressure mounts to install a system of accountability, headed by a governing body to oversee and direct the team. The new status quo fractures the Avengers, resulting in two camps—one led by Steve Rogers and his desire for the Avengers to remain free to defend humanity without government interference, and the other following Tony Stark’s surprising decision to support government oversight and accountability.