Coke Rewrites History in ‘Unbelievable’ March Madness Ads

Remember the frenzied finish to the 1983 NCAA men’s basketball championship game, when victorious North Caroline State center Cozell McQueen perched atop the hoop with a bottle of Cherry-Vanilla Coke, and brand signage, as the crowd went wild?

Of course you don’t. It didn’t happen that way.

But check out the impressive headfake—or deepfake, or whatever you want to call it—in Coca-Cola’s “Unbelievable Doubt Take” commercial below, as the soft-drink giant inserts 3-D product shots into that famous celebration from 38 years ago.

UM created the spot with production house Ryff. Coke explains that “first-time, cutting-edge 3-D product models were rendered into iconic sports scenes that were filmed in standard definition formats, a truly unique marriage between new and old.”

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