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.