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Company: Coca-Cola Co.
    View Company Scorecard / Contact Company
Brand: Coca-Cola/Coke
Ad Title: The Wonder of Us
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: US National
Agency: Wieden + Kennedy
Year: 2018
Target: Gays & Mainstream
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Theme(s)

Multiple Gender Expressions

Theme Breakdown

AdRespect Score: 
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In this Super Bowl LII special, Coca-Cola celebrates diversity and uses the gender-neutral pronoun "them" for the first time in a commercial.

A series of voices representing different ages and genders says, "There's a Cole for 'he,' and 'she,' and 'her', and 'me,' and 'them.' There's a different Coke for all of us." Images of muslim women, a person using a wheelchair in a half-pipe.

Several of the actors each offer less-traditional gender presentations. The person shown during "them" has a short haircut and a pastel rainbow-striped collared jacket.

"Them" is a pronoun that some non-binary transgender people prefer to use.

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