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Company: Coca-Cola Co.
    View Company Scorecard / Contact Company
Brand: Coca-Cola/Coke
Ad Title: El SMS/The Text
Business Category: Non-Alcoholic Beverages
Media Outlets: Online Video
Country: Brazil
Region: Latin/South America
Agency: Pereira & O'Dell
Year: 2015
Target: Gays & Mainstream
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Theme(s)

Same-Sex Couples/Families

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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This outstanding short film about two best friends was created by Oscar-winning "Milk" screenwriter Dustin Lance Black.

Rafael is constantly getting the best of his friend Diego in video games, sports, and more. Throughout the film, Rafael smiles at text messages he's receiving from the nearby but silent friend Felipe. Eventually, the secret is discovered by Diego and his friendship with Rafael is at a make-or-break moment.

Black told Adweek that Coke "knew they wanted to do one that was aimed at the LGBT community. And then they wanted to do two more that had the same idea of a crossroads moment where you've got to make a decision: Are you going to go the way of kindness, or are you going to go for the easy joke when someone's having a tough time? If you do something with acceptance and kindness, you can create a true friendship."

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