This Coca-Cola Super Bowl Ad Was Replayed to Promote Diversity
Riley von Niessen — February 7, 2017 — Pop Culture
Back in 2014, a Coca-Cola Super Bowl commercial dubbed 'America The Beautiful' was premiered, which carried a message that promoted diversity and inclusion.
To do so, it showed Americans of various different backgrounds, to make it clear that the nation's strength is created by more than just one kind of people, and that this is something to be celebrated. In order to reinstate this message, and to remind viewers that this isn't something that should be forgotten, the soda giant reran the 2014 Coca-Cola Super Bowl ad during this year's event.
To make its promotion of diversity and inclusion clear, the song that accompanies it is sung in English, Spanish, Keres, Tagalog, Hindi, Senegalese, French, and Hebrew. In response to the brand's decision to rerun the ad, some viewers have taken offense, saying that it is a jab at the new President's ban on immigration.
However, the company has said that its premise can simply be boiled down to: "America is beautiful and Coca-Cola is for everyone. It celebrates Coca-Cola moments among all Americans and features snapshots of American families. We believe it’s a powerful ad that promotes optimism, inclusion and celebrates humanity -- values that are core to Coca-Cola."
To do so, it showed Americans of various different backgrounds, to make it clear that the nation's strength is created by more than just one kind of people, and that this is something to be celebrated. In order to reinstate this message, and to remind viewers that this isn't something that should be forgotten, the soda giant reran the 2014 Coca-Cola Super Bowl ad during this year's event.
To make its promotion of diversity and inclusion clear, the song that accompanies it is sung in English, Spanish, Keres, Tagalog, Hindi, Senegalese, French, and Hebrew. In response to the brand's decision to rerun the ad, some viewers have taken offense, saying that it is a jab at the new President's ban on immigration.
However, the company has said that its premise can simply be boiled down to: "America is beautiful and Coca-Cola is for everyone. It celebrates Coca-Cola moments among all Americans and features snapshots of American families. We believe it’s a powerful ad that promotes optimism, inclusion and celebrates humanity -- values that are core to Coca-Cola."
Trend Themes
1. Diversity Promotion Commercials - Creating commercials that promote diversity and inclusion can be an innovative way to connect with audiences and break down barriers.
2. Multilingual Commercials - Incorporating multiple languages in commercials is a great way to show inclusivity and reach diverse audiences.
3. Rerunning Old Commercials - Rerunning old commercials that spread positive messages is an effective way to reaffirm brand values and spark conversations.
Industry Implications
1. Beverage Industry - Beverage companies like Coca-Cola can use their platform to promote important social messages and create a positive brand image.
2. Advertising Industry - Advertising agencies can create impactful campaigns by incorporating diversity and promoting inclusion to resonate with their target audiences.
3. Entertainment Industry - The entertainment industry can also play a part in promoting diversity and inclusion by showcasing multicultural representation in film and television.
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