Surge soda — a caffeinated drink from Coca Cola that had a cult following while it was produced between 1996 and 2003, is returning to the shelves. Why do we care? Because we (Barry Poltermann & Steve Farr) directed most of the SURGE commercials back in the late 90’s! (watch for the most inside of inside moments in “American Movie”, where Mike tells Uncle Bill “It’s a brand new soda form Coca-Cola, it’s called SURGE.”)
In 2014, Coca-Cola began selling limited supplies of the drink on Amazon. Sales were strong, but it wasn’t until three hyperfans—Evan Carr, Sean Sheridan, and Matt Winans—began a viral social media campaign that the so-called Surge Movement really got off the ground.
The campaign’s shining moment occurred when thousands of people donated to buy a billboard in 2013 about a half mile from Coca-Cola’s Atlanta headquarters that read “Dear Coke, we couldn’t buy Surge so we bought this billboard instead.”
Some Surge spots we directed, circa 1997: