NEWS.- Yesterday the new Coca-Cola spot called "Families" in two versions of 60 "and 30". The announcement is part of the new strategy of the multinational to promote its varieties light and zero which reduce the amounts of sugars and caffeine.
The spot follows a series of endearing dialogues in which children belonging to different family models They ask questions about those differences. The selection of situations is varied and surprising because it is not limited to that of the homoparental family with two parents or that of the Asian girl adopted by Westerners. There are also other less common situations in this type of campaign, such as the mature mother facing maternity alone or the couple with the roles traditionally assigned by gender exchanged.
The most remarkable thing is the structure of the spot. For example, every time the boy or girl makes a comment such as "at school they told me why I don't have a mother and I have two dads" and they are answered "and who told you? that? ”, the answer takes us to the protagonist of a new story. That is, they all belong to "different" families, because deep down all families are and they are all valid.
The main slogan in this case is "Happiness is always the answer", but at the end there are two more, that of "Uncover happiness" and the hashtag #lafelicidadtieneuncolor. Very much in the line "spark of life" of Coca-cola.
Of course, the first voices have already begun to be heard accusing the multinational of sweetening campaigns on tolerance and family diversity while executing dismissals in their factories in Spanish territory, leaving hundreds of families on the street.
We can not enter into this controversy, we do not even consider from here the convenience of consuming cola products. But we do consider that, either by pressure from social changes or by pure commercial strategy, Any campaign that supports and promotes diversity and respect benefits us. The emission of a spot that will see millions of people, does as much or more for the normalization of any type of family option than the edition of books that, unfortunately, only reach a minority that normally is already convinced in advance.
News Gayles.tv
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[youtube https://www.youtube.com/watch?v=DOctwr5McJc]
