Coke sits out Super Bowl for pre-game 'unity' spot before national anthem
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Coca-Cola will not run an in-game Super Bowl ad for the first time since 2006. Instead, the beverage giant this year will air a 60-second pre-game spot right before the National Anthem. Coke released the ad early today.
The anthem, of course, has emerged as a polarizing moment in National Football League games since Colin Kaepernick in 2016 began kneeling during the patriotic song as a way to protest racial and social inequities. Coke is trying to use the moment to call for togetherness.
The animated spot, called “A Coke is a Coke,” is by Wieden & Kennedy Portland, the same agency that made Nike’s Kaepernick ad that divided conservatives and liberals. Coke’s ad attempts to avoid politics altogether while trying to infuse a bit of egalitarianism by touting Coke as a product enjoyed by everyone, no matter their race, status or beliefs.
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