Coca-Cola Co has launched a gay-friendly ad in a recent campaign that has won praise for diversity and inclusion.
The minute-long ad features a brother and sister vying for the attention of a handsome pool boy and fighting for the right to offer him an ice-cold Coke.
‘Sibling rivalry never looked more inclusive,’ Out Magazine said of the commercial that debuted last week. Marketing Week also gave a positive review.
While gay-themed movies and television shows are growing increasingly commonplace, advertising companies have been slower to embrace same-sex couples. It is especially uncommon for a big brand names like Coca-Cola.
However, at this year’s Superbowl there were an increasing number of advertisements that promoted tolerance and diversity.
The ad is a part of the company’s global ‘Taste the Feeling’ campaign, and features a teenage girl ogling the hunky pool boy from a downstairs window while her brother does the same from upstairs.
The duo race to the refrigerator to offer him a cold Coke, realizing when they get there that each had the same idea.
An epic and hilarious sequence then plays out that shows the pair trying to trip each other in a bid to be the first to give him something to quench his thirst, all the while the Italian song ‘Come Prima’ plays in the background.
Despite the siblings’ best efforts, by the time they reach the open-shirted worker, their mother had already given him a Coke.
The ad has no dialogue and is one of four in the company’s new global campaign.
‘It’s a human story where Coca-Cola plays a key role in the development of the drama,’ said Ali Brubaker, senior manager of global brand PR for the company.
‘We are managing culturally relevant messages organically within our spots not as the main subject of the story but as sub-text.’
CREDIT: ABIGAIL MILLER FOR DAILYMAIL.COM