Diversity is the protagonist of the new announcement of Coca-Cola
GAYLES.TV.- La Super Bowl is the most watched television event of the year, it is estimated that only United States manages to add an audience of more than 100 million viewers. For that reason the ads that are issued during the break are the most expensive in the world and this edition has cost 5 millions of dollars for each 30 seconds. Coca-Cola has launched a message in favor of diversity and inclusion with its new spot «The Wonder of Us«.
So he has told Brynn Bardacke, the brand's Vice President of Content and Creative Excellence in North America: «It's a strategic decision for Coca-Cola. The Super Bowl It has a huge audience that is also diverse. We want to celebrate that diversity and get to impact each one of the spectators«. Wieden + Kennedy Portland has been the creative agency responsible for this spot of 60 seconds that was issued during the fourth time of the game between New England Patriots and Philadelphia Eagles.
«The Wonder of Us»Shows a soft drink adapted to each type of person. An idea of diversity in tune with the new image of the packaging that the company has launched in 2018. In this way Coca-Cola Take advantage of your ads to send messages of social inclusion, in this case of diversity. In the spot a poem is read that as part of the campaign will be published in The New York Times and in the USA Today.
«There is a Coca-Cola for him and for her. We are different and there is a Coca-Cola for each one of us«. With these words begins the commercial that tries to touch the chord of the viewer. There is no coincidence and each shot is designed to accommodate minorities. People of different races, religions or sexual orientation come out. The representation LGTB + we find it in a person of non-binary gender that appears with a necklace that has the colors of the rainbow and in a lesbian couple who are in a car while the voice-over speaks of love. Undoubtedly, the brand has wanted to position itself deliberately and this is a great step to open the way in the business diversity and to make the collective visible.
https://www.youtube.com/watch?v=OPi9nTE70aA
Sources: Social Underground, Pink News
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