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HomeNorth AmericaSuperbowl Coke Ad Gives Subtle Shout Out To Non-Binary Trans Peeps

Superbowl Coke Ad Gives Subtle Shout Out To Non-Binary Trans Peeps

Coke superbowl ad
A person whom Coke says self-identifies as non-binary highlights the advertisement.

“There’s no one quite like you. Or her. Or him. Or them.”

The Superbowl Coke ad inclusive byline substantiating non-binary transgender lives by using the oft-preferred pronoun “Them” is a bold corporate move. The concept of gender fluidity amoungst non-binary people is arguably the most troubling aspect of our community for ultra-right-wing conservatives. This advertisement subtly promoting TransLivesMatter adds a layer of controversy to the event already being boycotted by Trump’s base of white supremacists for players taking a knee in support of the black lives matter movement.

The Superbowl Coke Ad which will be seen from the U.S. Bank Stadium in Minneapolis to Moscow continues…

“The world is filled with over 7 billion unique you’s who are all special in their own ways. And while we’re different, there’s a Coke for every single one of us. Whether it be in a glass bottle, or a mini, or an ice-cold Coke Life, or a Coke Zero sugar in a can, there’s a refreshing way to Enjoy Yours. There’s a Coke for he, and she, and her, and me, and them.

The Ad continues…
“The world is filled with over 7 billion unique yous who are all special in their own ways. And while we’re different, there’s a Coke for every single one of us. Whether it be in a glass bottle, or a mini, or an ice-cold Coke Life, or a Coke Zero sugar in a can, there’s a refreshing way to Enjoy Yours. There’s a Coke for he, and she, and her, and me, and them. There’s a different Coke for all of us–– Especially one for him. No feet have wandered where you’ve walked,  No eyes saw what you’ve seen. No one’s lived the life you live,  No head has held your dreams. To act the same would be mundane—  what a boring thing to do! That’s why there is just one me and a billion unique yous. We all have different looks and loves,  likes and dislikes, too— But there’s a Coke for we and us,  and there’s a Coke for you.”

https://www.youtube.com/watch?time_continue=58&v=OPi9nTE70aA

Warm fuzzies and kudos aside, we must remain pragmatic when feeling appreciative of corporate support. Matt Kempner nailed it in an article appearing in The Atlanta Journal-Constitution:

“The “them” reference doesn’t come across as a breakthrough, as much as a soft, welcoming next step as companies push to deepen connections with young adult consumers who are probably more primed to value and expect broader inclusivity from whomever they choose to do business with. At the end of the day, though, it’s good to remember this is still about a company trying to build brand, win friends and sell drinks.”

So I don’t wish to promote the consumption of Coca-Cola. Studies have shown drinking one sugary drink per day potentially shortens your life by 4.6 years which according to the Washington Post is the same as smoking.

Kelli Buseyhttps://planettransgender.com
Kelli, Busey is managing editor at Planet Transgender
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