NEW YORK Tender drinks maker Coca-Cola Co has launched a gay-friendly advert that includes a brother and sister vying for the eye of a good-looking pool boy within the marketing campaign that has gained reward for variety and inclusion.
"Sibling rivalry by no means seemed extra inclusive," Out Journal mentioned of the business that debuted final week. Advertising Week additionally permitted.
Whereas gay-themed films and tv exhibits are commonplace, promoting has been slower to embrace same-sex , particularly amongst marquee manufacturers.
The advert, a part of the corporate's international "Style the Feeling" marketing campaign, incorporates a teenage lady ogling the pool boy from a downstairs window whereas her brother does the identical from upstairs.
The duo race to the fridge and attempt to journey one another in a bid to be the primary to provide the open-shirted employee an ice-cold Coke because the Italian tune "Come Prima" performs within the background.
Regardless of the siblings' efforts, by the point they reached the pool man their mom had already given him a Coke.
The advert has no dialogue and is certainly one of 4 within the firm's new international marketing campaign.
"It is a human story the place Coca-Cola performs a key function within the improvement of the drama," mentioned Ali Brubaker, senior supervisor of world model PR for the corporate.
"We're managing culturally related messages organically inside our spots not as the principle topic of the story however as sub-text."
(Reporting by Patricia Reaney; Enhancing by Lisa Shumaker)
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