Coca-Cola Uses Gender Neutral Pronouns In Inclusive Super Bowl Commercial

Coca Cola The Wonder of Us
Courtesy Photo

A scene from Coca Cola's 2018 Super Bowl commercial.

There’s always that one Super Bowl commercial. The one that isn’t the funniest, or the most shocking, but the one that means the most, and actually tries to say something important. Think of last year’s Budweiser commercial, telling the story of the company's immigrant founder.

This year, that ad came from Coca-Cola. The 60-second spot, entitled “The Wonder of Us,” aims to celebrate LGBTQ diversity, including gender-nonconforming pronouns, a female couple and various symbols of LGBTQ pronouns.

“There’s a Coke for he … and she ... and her ... and me ... and them,” say different voices at the commercial’s opening.

Unlike some “woke” Super Bowl ads, the Coke commercial doesn’t aim to beat you over the head with its message. The ad shows the daily life of different people, with Coke bottles scattered throughout.

In an interview with Adweek, Brynn Bardacke, Coca-Cola’s vp of content and creative excellence, said that the ad was meant to acknowledge and celebrate everyone, which meant being as inclusive as possible. “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,” he said.

Needless to say, the response to the ad was undeniably positive.

Watch the full ad below:

Super Bowl 52