×
You will be redirected back to your article in seconds

Coke Adds Diversity to Super Bowl by Playing Ad for Many Audiences

Things go better with Coke, according to one of the popular soda’s many advertising slogans. On Super Bowl Sunday, Coca-Cola is betting that diversity is one of them.

In a 60-second ad that aims to inspire, Coca-Cola will make the case that people of all creeds and from all cultures can enjoy its flagship soda and some other iterations of it, including low-calorie Coca-Cola Life and Coke Zero Sugar. The message, says Brynn Bardacke, Coca-Cola’s vice president of content and creative excellence, is that Coke is “for everyone” and represents “one of the most democratic brands.” The ad features people from different races, nationalities and geographic regions. In one scene, a person in a wheelchair and a helmet takes part in a daredevil athletic competition.

A poem read during the commercial by multiple narrators tells viewers: “We all have different looks and loves / likes and dislikes, too. / But there’s a Coke for we and us / and there’s a Coke for you.” To call attention to the spot, Coca-Cola will run the poem – crafted by a copywriter at its ad agency, Wieden + Kennedy – in newspapers on the day of and the day after the Super Bowl, which will be broadcast on NBC. The spot marks Coca-Cola’s twelfth consecutive appearance in the Super Bowl.

The push to be relevant to many consumers comes as supermarket giants like Coca-Cola, General Mills and Procter & Gamble, among others, strive to reach a broader range of potential customers. As a result , they have run commercials with broader concepts of who their consumers are. Seeing a disabled person, a same-sex family or a family consisting of people from different races depicted in a mainstream commercial is no longer much of a surprise.

The move is not without risk. Coca-Coal ran a winning 2014 Super Bowl ad that featured children singing “America the Beautiful” in many languages. The spot included people from various walks of life. Some wore cowboy hats. Some wore hijabs. The commercial is believed to be the first Super Bowl ad to show same-sex parents. Coca-Cola ran the ad again last year during Fox’s pre-game coverage of Super Bow LI. Even so, some people took to social media and criticized the company for not airing the song completely in English.

“It’s a message of inclusion,” said Jennifer Healan, group director of integrated marketing content at Coca-Cola. “These are brand values we have communicated throughout our history,” said Bardacke. The executives said the company believes the 2014 spot generated positive reaction from consumers.

Coca-Cola intends to burnish the theme of having a variant of Coke available for any consumer throughout the year. Coca-Cola will run its Super Bowl ad and others during NBC’s broadcast of the Winter Olympics and later in the year during the Daytona 500. The company is also running an ad for Diet Coke earlier in the event.

The 60-second ad, however, will air during the fourth quarter. Coke’s Bardacke said executives were hoping for a tight game.

More TV

  • HBO Asia and Catchplay Team up

    HBO Asia and Catchplay Team up for ‘The World Between Us’

    Pan-regional pay-TV group HBO Asia and Taiwan-based streaming video company Catchplay are to jointly distribute Taiwanese crime drama “The World Between Us.” The 10-part series will air from March. Directed by award-winning filmmaker Lin Chun-Yang (“The Soul If Bread”) and written by the Lu Shih-Yuan (“Dear Ex”), “World” plunges into the aftermath of a mass [...]

  • BTF Media, Vince Gerardis Pact Sign

    NATPE: BTF Media, Vince Gerardis Pact for Six Projects (EXCLUSIVE)

    MIAMI — BTF Media, producer of breakout series “Hasta Que te Conocí” and “El Secreto de Selena,” is teaming with Vince Gerardis, a co-executive producer with George Martin on “Game of Thrones,” on a six-project co-production alliance. Spearheaded at BTF Media by founder-partner Ricardo Coeto, the agreement takes in the development and co-production of the [...]

  • First Look at SAG Awards' Cuban

    First Look at SAG Awards' Cuban-Inspired After-Party (EXCLUSIVE)

    Celebrities at this year’s SAG Awards won’t have to go far for some tropical fun. Sunday’s annual post-show gala, hosted by People magazine for the 23rd year, is set to feature a Cuban-themed party space adjacent to the Shrine Auditorium. “We’re kind of going back to more of a thematic element. I have some close [...]

  • Young Tony Soprano in 'Sopranos' Movie:

    James Gandolfini's Son Michael Gandolfini Cast as Tony Soprano in 'Sopranos' Movie

    Michael Gandolfini, son of the late James Gandolfini, will play the young Tony Soprano in “The Many Saints of Newark,” the  prequel movie to the television series “The Sopranos.” “It’s a profound honor to continue my dad’s legacy while stepping into the shoes of a young Tony Soprano,” Gandolfini said. “I’m thrilled that I am [...]

  • Ray Romano

    TV Roundup: Netflix Releases First Trailer For New Ray Romano Stand Up Special (Watch)

    In today’s TV News Roundup, Netflix teases new stand up special “Ray Romano: Right Here, Around The Corner.” FIRST LOOKS Ray Romano returns for his first stand up comedy special in 23 years with “Ray Romano: Right Here, Around The Corner.” Doing two shows in one night in Manhattan, Romano riffs on friends, marriage, and [...]

More From Our Brands

Access exclusive content