Coca-Cola’s features a brother and sister seemingly both lusting over the pool boy hired to clean their swimming pool.
The big budget advert, featuring a 50s-style soundtrack and playing on classic Americana imagery, shows both young people looking longingly at the pool boy, before both simultaneously deciding it might be a good idea to offer him a cool cola.
The siblings rush from the fridge with their bottles of Coca-Cola, only to get outside and discover… mom has beaten them to it, and is already providing the hired help with sandwiches and a cola.
‘Let’s face it, Mom always knows better, and she not only got to the pool boy before them both, but she also fixed a sandwich for the guy,’ said Rodolfo Echeverria, global vp of creative and connections at Coca-Cola, reports Ad Week.
‘It’s a human story, and Coca-Cola is at the center.’
The film was produced by ad agency SANTO.
Coca-Cola, which is headquartered in Atlanta, Georgia, scored the top mark of 100 in the latest Corporate Equality Index produced by LGBT advocacy HRC. The Index awards scores to Fortune500 companies based on their LGBT-friendly policies and support.
Deena Fidas, director of the workplace equality project at the Human Rights Campaign, told GSN, ‘Coca-Cola has long championed diversity and inclusion.
‘From its perfect score on the HRC Corporate Equality Index to its creative advertising over the years, Coca-Cola lives its values. This light-hearted ad is one in a line of the brand appealing to a diverse customer base.’
Todd Evans, of Rivendell Media – an LGBT marketing agency – applauded the advert but was unsure of its tone.
‘I love the ad yet worry that the LGBT, and especially the gay, market is often sexualized in mainstream media.’