The Week: City news - Coca-Cola's 'videogame' ad to hit TV screens in the UK

Coca-Cola is set to debut its award-winning "videogame" ad on UK TV, capitalising on interest in the genre in the run-up the global launch of Grand Theft Auto IV on 29 April.

Wieden & Kennedy Portland created the CGI spot, which will break in the UK on 3 March and run for six weeks.

The 40-second commercial parodies a violent video. It shows a man turning his back on his bad ways after swigging from a bottle of Coca-Cola.

The ad was the eighth-most awarded TV and cinema ad in the world last year, according to The Gunn Report. Since its initial US launch in 2006, it has run in a number of global markets, although never before in the UK.

The commercial will be supported by a £2 million integrated campaign, created by the digital agency Anorak, that comprises digital seeding, gaming and social media elements. Media planning and buying was handled by Vizeum.

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