Coca-Cola's upcoming Super Bowl commerical, "The Wonder of Us," is breaking new ground with its LGBT inclusivity. With Pride symbols and a diverse cast, the 60-second spot explicitly targets and supports LGBT consumers.
The voice-over states, "We all have different looks ... and loves" while displaying a female couple onscreen. It also proclaims "There's a Coke for he -- and she -- and her -- and me -- and them." while showing a presumed genderqueer-identifying individual wearing a rainbow collar.
The response to the ad has been vastly postive.
\u201cThere's no one quite like you. Or her. Or him. Or them. The world is filled with over 7 billion unique yous who are all special in their own ways. Beautiful done! Celebrate our differences! #ThePowerofUs Coca-Cola | The Wonder of Us :60 https://t.co/IcPxC6tlOB \u2764\ufe0f\ud83d\udc9b\ud83d\udc9a\ud83d\udc99\ud83d\udc9c\u201d
Coca Cola intentionally chose to be inclusive at this year's Super Bowl. "For this particular message, it is a strategic choice for us. It's such a big audience and we want to celebrate the diversity of that audience. It isn't as much about it being advertising's biggest stage as we feel like it is the ability to reach all of those billions of unique you's," Brynn Bardacke, Coca-Cola North America's vice president of content and creative excellence, told Adweek.
The voice-over, which is actually a poem written by a staff member at the ad agency that produced the commercial, will also run in print ads in The New York Times and USA Today. It will jump-start Coke's new "A Coke for Everyone" campaign, which, if it mirrors the ad, will represent not just LGBT people, but diverse races and religions.