Coca-Cola Uses Gender Neutral Pronouns In Inclusive 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.
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
DID Y'ALL SEE THAT COCA-COLA COMMERCIAL?? THEY REFERRED TO A LGBT+ PERSON AS THEM. THEY REALLY ACKNOWLEDGED MY PRONOUNS BRO.— CENSORED dialogue (@censoredialogue) February 5, 2018
It matters when an iconic brand like @CocaCola includes non-binary people who use they/them/theirs pronouns. We need all young people to know that their gender identity is respected and valid. ❤️---------- https://t.co/BUrlItr7Js— Amit Paley (@amitpaley) February 5, 2018
Watch the full ad below: