Finally, a return to greatness. The Coca-Cola’s entry into the 2008 Super Bowl cavalcade of commercials returns the embattled brand to greatness. After years of letting Pepsi steal the thunder — using celebs like Britney Spears (now that was a great choice, Pepsi) — the drink giant last year made it a priority to leverage this global marketing opportunity to its advantage. In 2008, it really paid off.

Weiden + Kennedy helped to elevate the sugar water giant’s marketing game by delivering a spot that not only delivers the brand essence, but also plays to the human emotion of overcoming adversity (was this foreshadowing of the Giant’s ultimate path in this game?), all without in-your-face music, fast cuts, or inappropriate content. A novel approach to marketing in today’s world.

Great job to Coke, its brand managers, agency and senior management who embraced the simplistic greatness of this spot. Check out all of this year’s Super Bowl ads and more about the agency’s that delivered greatness — or not so greatness — on Ad Age’s website.