Coca-Cola's latest Super Bowl commercial is winning hearts on the internet for celebrating inclusivity and diversity.
The inclusive advertisement begins with different voices saying, "There's a Coke for he, and she, and her, and me, and them. There's a different Coke for all of us ..."
Called "The Wonder of Us", the 60-second commercial created by advertising agency Wieden+Kennedy aims to celebrate diversity and inclusivity.
"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 yous," Brynn Bardacke, VP, content and creative excellence for Coca-Cola North America, told Adweek.
Watch the commercial here.
The commercial is being appreciated by many on social media.
The fact that @CocaCola acknowledged they/them pronouns during the SUPERBOWL was rad as hell. Props to the marketing team behind that commercial— JessaLazuli (@StyleEqualsLife) February 5, 2018
Coca-Cola just used singular "them" in their new commercial and I can't put into words how significant that is for me, as someone who has nonbinary identity. Fuck capitalism. And fuck nonbinary representation always being white. But still, a major moment in my life.— Francisco-Luis White (@FranciscoLWhite) February 5, 2018
Best moment of the Super Bowl: Coca-Cola commercial recognizing they/them pronouns!— Max (@max_jkz) February 5, 2018
This non binary person says, "Thanks, Coke!" for recognizing the need of using the pronoun "them" for a singular person!— RileyMack16 (@GrowUpUnschool) February 5, 2018
the Coke ad with singular they/them inclusion was cool.— Toby or not to be (@TobyHopps) February 6, 2018
And them. I'm crying at a coke ad. What is life https://t.co/kwLlkFohI4— Bailey, gayly (@BaileyGrey789) February 5, 2018
Fuck capitalism, but a reluctant "OK, that was good" to Coke for going with a gender-neutral "them" in a super bowl ad. Cultural acceptance is driven by example.— jon k (@jkefka) February 5, 2018
Just watched the Coke ad, and I feel conflicted because on the one hand yeah it's Big Corporation Using Identity As A Commodity, but on the other, the comments just go to show how needed it is to normalize they/them pronouns in media because YIKES people threw a shitfit— Fate/Fraggle Rock (@mothfursona) February 6, 2018
A Coke ad that included "them". I'm floored. https://t.co/IaWFoSUzam— Finn, again (@fffinnagain) February 4, 2018
This is, however, not the first time that a Coca-Cola ad has highlighted inclusivity. Last year too, its "Pool Boy" ad for its #TasteTheFeeling campaign, showing sibling rivalry with an inclusive twist, went viral.
Incidentally, Coca-Cola's rival Pepsi has been facing backlash recently for sexism after its CEO Indra Nooyi said that it was launching "lady-friendly" version of Doritos (Pepsi's tortilla chips brand).