Coca-Cola Super Bowl advert depicting homosexuals, multicultural society provokes uproar on social media
- From: News Limited Network
- February 04, 2014
America the Beautiful ... A Coke advert depicting the United States as a multicultural society as provoked uproar on social media. Source: Supplied
COCA-Cola has certainly got the attention it wanted. Its NFL Super Bowl advert - featuring homosexual and multinational lifestyles to the tune of "America the Beautiful" - has provoked uproar.
The patriotic song rings out throughout the product placement in eight different languages. It also shows clips including two fathers roller-skating with their daughter - the first time homosexuality has been addressed during an event better known for its adverts and entertainment than the football game itself, according to a US gay rights group.
Sports fans were not amused.
Proud dads ... the Coke Super Bowl add depicted two homosexual fathers with their daughter. Source: Supplied
Coca-Cola's Facebook page has been inundated with posts labelling the advert a "disgrace" and "unpatriotic".
"Nice to see that Coke likes to sing an AMERICAN song in the terrorist's language. Way to go Coke. You can leave America," one post reads.
Another states: "Screwed up a beautiful song. No Coke for my family."
The Tri-County Congregational Church in St. Cloud, Minnesota, declared: "Today we are throwing away all our Coca-Cola products and replacing them with Faygo. Faygo represents Christian Values and follows the Constitution. Mexicans singing the National Anthem is an abomination."
Patriotic fervour ... A US anthem, sung by a variety of ethnic groups in a variety of tongues, has resulted in a social media backlash for Coca-Cola. Source: Supplied
The Turkish-born American businessman Muhtar Kent, the CEO of Coca-Cola, came in for particular criticism.
In contrast, adverts from other US companies such as Chrysler have been praised for their version of patriotism.
One nostalgic two-minute presentation by Bob Dylan praised the virtues of Chrysler's Detroit-built vehicles.
"Let Germany brew your beer. Let Asia assemble your phone. We will build your car," Dylan decrees in the ad.
Safe territory ... Bob Dylan sang for US manufacturer Chrysler in nostalgic settings including a traditional pool room. Source: Supplied
Coca-Cola has stated it has no plans to modify or drop their advert.
Instead, it plans to air a 90-second version during the opening ceremony of the Sochi Winter Olympics - set in a nation, Russia, which has recently passed a swathe of new anti-gay laws.
"We hope the ad gets people talking and thinking about what it means to be proud to be American," Coca-Cola North America 's President Katie Bayne said in a media release.
It has certainly given the brand its desired boost in exposure.
Attention-seeker ... Coca Cola’s brand image on the “America the Beautiful” Super Bowl advert. Source: Supplied
