Soft drinks maker Coca-Cola Co have launched a gay-friendly ad for their “Taste the Feeling” campaign which has won praise for diversity and inclusion.
On a hot summer day, a brother and sister scramble to win the affection of the family “pool boy” by grabbing an ice-cold Coca-Cola from the fridge and racing outside. But, to their surprise, mom gets there first. “For fans who enjoyed ‘Brotherly Love’ last year, this brings a different take on sibling rivalries,” Rodolfo Echeverria, Coke’s VP of global creative and connections said. “We wanted to position an ice-cold Coca-Cola as the ultimate object of desire, but also to tell an emotional, human story and add in a ‘wink’ that touches on our point of view on diversity and inclusion.” “Pool Boy” is soundtracked by a 1958 Italian pop song called “Come Prima” (“For the First Time”).
The ad has received praise from a number of sources with Out stating: “Sibling rivalry never looked more inclusive.”
Spokeswoman Kate Hartman told The Huffington Post that the “Pool Boy” commercial was simply intended as a “human story where Coca-Cola plays a key role in the development of the drama.”
“The story also includes a wink that touches on our point of view regarding diversity and inclusion,” she said. “We are managing culturally relevant messages organically within our spots, not as the main subject of the story, but as subtext.”
“We strive for diversity, inclusion and equality in our business,” she said, “and support these rights in society through our work.”