What happens when Coca-Cola gets into the social conscience game? An ad worth watching.
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This Coke ad went viral today. And no wonder. It’s one of those feel good messages that remind us how humans tend to judge each other on externals like appearance and accent (usually in the first seven seconds after meeting someone).
And while this social experiment (six guys in a dark room sharing about themselves, then verbally stereotyping each other, then turning on the lights for the big reveal) is a powerful one, it also made me wonder: why men only in this room? What is the subtext of this advertisement? Men are more judgemental than women? Do men need this lesson in prejudice more than women?
The ad was targeted for a middle eastern audience during Ramadan at July 4th. In a Coke spokesperson’s words: “Fighting prejudice is an ongoing global battle, which Coca-Cola Middle East is proud to help combat this Ramadan by reminding the public that labels are for cans not for people,” said Islam El Dessouky, IMC manager, Coca-Cola Middle East. “By urging everyone to remove stereotypes, we hope to spread happiness to the wider community.”
Nonetheless, the video stands alone for its merit. Enjoy.
Great vid. Makes me ask the cynical question though about whether the messenger alters the “quality” (for want of a better word) of the message?
The coke cans in the box? Yes, great message about labels being for cans not people. But I still feel a bit… manipulated??? Again, not quite the right word. Would the message have been even more powerful if they put out just a silver can with no label at all? I realise I’m being cynical…
Not as good for coke, but more altruistic, perhaps?
Ben
Regardless of only men this time, Lori Ann, the fact that it is a first is good enough for now. Maybe because of the strongly patriarchal culture of the middle east, and this was done in the midfle easy, not America, a mix of men and women or all women would be found to be disrespectful. Perhaps your question comes from cultural bias and relativity. That is not in any way negative as it is an important part of who you are and why you would even have the thought to ask the question.