With One Word, Coca-Cola's Super Bowl Ad Became A Breakthrough Moment For Inclusion

"There's a different Coke for all of us."

There were many great Super Bowl commercials last night, but one made by Coca-Cola proved to be one of the more inspiring thanks to the use of one small-yet-powerful word: "them." 


In a moment of inclusivity, the company used the non-binary word, leading to many who are gender nonconformist — aka those who don't see themselves ticking the box of either "man" or "woman" — to celebrate. Give or take 100 million people tune in to watch the biggest football each year, so using terminology like this makes can help make an often-overlooked population feel seen by many. In fact, there are multiple moments of LGBTQ representation and many other types, too.

During the 60-second spot created by Portland-based agency Wieden+Kennedy, titled "Wonder of Us," featured a voiceover saying: "There's a Coke for he and she and her and me and them. There's a different Coke for all of us. Especially one for him [showing a balloon-filled bicycle]."

The words in the Alma Har'el-directed ad are from a poem written by a team member from Wieden+Kennedy (who actually has a Ph.D. in poetry). The rest of the video goes on to hit home the idea of everyone being unique and that this is something that should be celebrated and it ends with: But there's a Coke for we and us, and there's a Coke for you."

One thing that draws a bit of ire is something that was said by a Coca-Cola exec, who said the ad's message to "celebrate the diversity of that audience" was "a strategic choice for us." We know commercials are meant to sell products but saying it like this makes it feel like including "them" was a was just a business decision, not something their hearts told them to do.

All that aside, we applaud the brand for including a third gender in its big commercial.

Watch Coca-Cola's important Super Bowl commercial here:

(H/T: Adweek)


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