Coca-Cola launches a set of inspiring ads as part of its global marketing campaign to support its sponsorship of the 2010 FIFA World Cup South Africa.

The lead television commercial, titled “History of Celebration,” is inspired by Roger Milla, the legendary 1990 FIFA World Cup hero and how he changed the world of football goal celebrations forever with his iconic corner flag dance. The spot opens with actual footage of Milla’s goal and subsequent dance celebration. The action continues with a montage of players showing off their moves, representing the evolution of goal celebrations that continues to this day. A smiling Milla, next seen in the stands watching the action and drinking a Coca-Cola, nods in approval of today’s goal celebrations motivated by his dance.

Another spot, done in animation, “Quest”, follows the journey of a young footballer playing the game on a dusty lot in Africa. As he plays, he is seeking to find his own celebration. In his quest he encounters and interacts with animated versions of other players and “robots” all with their own celebration styles. Finally, after being refreshed by a Coca-Cola, he realizes that the inspiration for his celebration is within himself and he rushes to a corner flag.

A third advert, “Border Crossing,” was created in support of the FIFA World Cup Trophy Tour by Coca-Cola, a program that is currently taking the real FIFA World Cup to 83 countries around the world. In the spot, a Coca-Cola delivery truck is stopped at a border crossing by serious guards. As they climb into the back of the truck, the driver can only watch as the entire lorry begins to rock. Inside, the guards have found the FIFA World Cup trophy and are jubilantly dancing, cheering and photographing themselves with the supreme icon of football glory.

All three spots feature a music soundtrack created by hip-hop artist K’NAAN. The Somali-born musician recorded an uplifting song “Wavin’ Flag – Coca-Cola Celebration Mix” that serves as the anthem for the entire Coca-Cola campaign.

The television commercials, created by creative agency SANTO, have begun to air in multiple countries around the world.