Coca-Cola will use advertising’s biggest stage to invite the world to help make the World Wide Web a happier place.

A 60-second commercial airing Sunday during the first quarter of the Big Game will tackle the pervasive negativity polluting social media feeds and comment threads across the Internet. The spot, which will not be released before the game, ends with the #MakeItHappy hashtag – a call to action to promote positivity both online and in the real world.

“It’s bold and brave, and intended to disrupt the complacency that’s set in around online negativity,” says Jennifer Healan, Coca-Cola’s group director of integrated marketing content. “Our goal is to inspire America to become a collective force for positivity.” 

Starting today, Coke will release seven supporting films leading up to Sunday’s broadcast. Three short teasers airing in television broadcast and cinemas will feature snippets from the commercial and seed the #MakeItHappy hashtag to spark interest.

Additionally, four online-exclusive vignettes will debut throughout the week on Coca-Cola’s social channels. They feature testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam, as well as those who make it a mission to spread happiness online, like Kid President.

Watch the films here (and check the playlist throughout the week as new content is added):

“Coca-Cola has always stood for optimism, uplift and inclusion… and these core values have been a common thread in our advertising through the years,” says Andy McMillin, VP and GM, Coca-Cola Trademark Brands. “The brand is at its best when it expresses a point of view that reinforces its values and represents the cultural times and communities in which our brand lives – from ‘Boys on the Bench’ and ‘Hilltop’ to ‘Mean Joe Greene’ and last year’s Big Game spot, ‘It’s Beautiful.’”

This year, Coke will continue its legacy of culturally relevant content by releasing yet another topical and timely spot. Wieden+Kennedy, Portland produced the #MakeItHappy creative, which was shot in Los Angeles, Mexico City and Shanghai.

Coca-Cola also is partnering with DoSomething.org before and after the Big Game, mobilizing the organization’s community of 3.3 million young people to help spread the importance of making the Internet a happier place. 

“We’re all surrounded by stories of online negativity, and it’s a concern that only continues to grow within society,” McMillin adds. “We hope this campaign inspires people across the country and around the world to show more positivity in their online actions, and to stop and think before posting a negative comment.”

This is the ninth consecutive year Coca-Cola will advertise during the Big Game. Recent commercials have included everything from Emmy-winning spots like 2008’s “Heist” to 2010’s “Hard Times” starring The Simpsons and the 2012 Polar Bowl featuring the beloved Coca-Cola polar bears.

“The Big Game provides a great platform for us to showcase the next chapter of Coca-Cola storytelling,” Healan explains. “The broadcast is first and foremost, but ‘second-screen’ engagement, like what we’re doing with #MakeItHappy, is what inspires people to participate and will keep the movement going well beyond the Big Game”

Tune in on Sunday – and check back here on Coca-Cola Journey – to see what Coke has planned for this year’s Big Game telecast.