The ad, which breaks at the end of the month, focuses on the fact that some music will be available on the site weeks before it hits the high street.
The execution depicts the virtual world of mycokemusic.com and contrasts the speed at which music can be accessed through the website with the more traditional method of buying a CD.
The strapline reads: "Where music comes first."
Coke's new site will enable users to download more than 250,000 old and new rock, pop and dance music tracks.
The ad was written and art directed by Mother, through the design agency E-boy.
Media planning and buying is through Vizeum.
Initially, the ad will appear online with press executions due to run in lifestyle and music magazines in February.
The launch follows the announcement that Coca-Cola will sponsor the Official Chart and will be the first backer of the Official Downloadable Chart.
In addition to the ad, Coke is running its biggest ever on-pack music promotion.
Throughout February and March, consumers will have the chance to win one of 20 million free track downloads.
Mother, a Coca-Cola roster agency, was appointed to the flagship Coke UK brand in September.