The Super Bowl is arguably the biggest event of the year when it comes to advertising. Coca-Cola chose the right occasion for a new, inclusive advertisement (video above).
Besides a focus on the LGBTQ community, the first line struck a chord with people: “There’s a coke for he, and she, and her, and me, and them.” For the word “them” was not used to “other” anyone, but as a singular pronoun for an individual without caring for their gender.
With “they” and “them” increasingly coming into use to signal a post-binary gender paradigm, so that gender-fluid people can be included, it was a smart move even by marketing standards. (Especially when the competition is talking of making potato chips for women.)
No wonder people are responding.
Buy an annual Scroll Membership to support independent journalism and get special benefits.
Our journalism is for everyone. But you can get special privileges by buying an annual Scroll Membership. Sign up today!