Coca-Col It's Beautiful Commercial

Coca- Cola "It's Beautiful" Commercial

Being one of the world’s largest stages, the Super Bowl has become the equivalent of the high roller’s table in Vegas. It has developed into one of the largest watched televised events in the United States, with companies forking out millions of dollars for 30 seconds of “fame”. Many companies go all out, trying to ensure that they have the most memorable commercial of the night. Some advertisements have even become legendary. There has also been more than a fair share of underwhelming works, ones that would easily qualify for a “Razzie”, an award given for an awful performance. During the Super Bowl, Coca-Cola unleashed a one minute commercial that would become loved and hated. To be able to accomplish
Sounds like just another flag-waving, apple pie-eating, all-American patriotic commercial, right? This scene begins to invoke memories of watching spaghetti westerns with your Father or Grandfather. Reaching out to pull at the heart-strings of the audience. As the next line of the song plays, we see a young Latino girl blowing bubbles with chewing gum. As she and other children intently watch a movie in a theater. Making the audience feel at ease, drifting back into their consciousness of similar experiences. But wait is that "America the Beautiful" being sung in Spanish? This pulls the audience back to the commercial by changing the well-known song. Maybe catching some of the audience off guard, while other audience members feel a since of unity while enjoying the beauty of a song covered in a language not usually associated with
Coca-Cola appears to have chosen the languages very carefully, while having several young girls sing the song in their secondary languages. The commercial goes on to feature American multi-racial children tap dancing, a large Latino family having dinner, and Jewish men, wearing yarmulkes, looking out of a window. The commercial even goes as far as showing Middle Eastern women wearing ha-jibs on their heads rushing to enjoy a coke. These images give the audience a sense of connection to other creeds. By allowing a glimpse into the lives of strangers the audience is afforded an opportunity to see and appreciate the lives of others. ‘It’s Beautiful’ appears to be appealing to the diversity and similarities ever so apparent in this country. The emotions evoked by showing even though appearances may differ, we all have the same loves. Coca-Cola created a message that, at the very least, started a