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I really liked the TV commercials Coke did for WC 2002 on Spanish TV here. They showed people waking up with their sixers of Coke at the ungodly hour of 3am to go meet over at a friend's place to watch the game together. (Being in Korea/Japan, the timing was good for Graham, but it was brutal...

...And probably saving yourself about 1000 Euros you could otherwise spend on beer in the process. :D