Coca-Cola has a long history of promoting diversity and inclusion in its advertising and this year's Super Bowl ad continues that tradition. The 60 second spot, titled 'The Wonder Of Us', will be viewed by more than 100 million people during the fourth quarter of the NFL championship game on Sunday 4th February.
Created by U.S ad agency Wieden & Kennedy, the ad's message is that Coke is for everyone - no matter your sexual orientation, race, religion, background or belief. Wieden & Kennedy copywriter Rebecca Wadlinger, who has a PhD in poetry, wrote the poem that is narrated by different people throughout the ad. The poem will also run as a text ad in newspapers.
“For this particular message, it is a strategic choice for us," Brynn Bardacke from Coca-Cola North America told Adweek. "It’s such a big audience and we want to celebrate the diversity of that audience. It isn’t as much about it being advertising’s biggest stage as we feel like it is the ability to reach all of those billions of unique you’s."
Cynical? Maybe. But in this age of Trump, it's vital that the mass media uses its power to change discriminatory attitudes and promote social change.
The print ad for Coca-Cola's 'The Wonder Of Us"ad campaign: Image Coca-Cola