Coke gets America, conservatives don't
By Frank Moraes
I have a personal note about the Coke diversity commercial which is embedded below. I didn't watch the Super Bowl on Sunday, but it was on at the place I was staying, so I saw a bit of it. And part of that was the Coke commercial. It is extremely beautiful and the sound design was just perfect. But I only really got one thing out of it: the Muslim women buying Chinese food from a street vendor. That was totally brilliant!
It bothers me that others look at the ad and think that it divides us. Such people have an incredibly simplistic view of community. People don't have to share religion or language or anything specifically. What binds us together is not our particular totems. What binds us together is shown in that image of Americans from different places meeting to do business. That is America. And that is what conservatives always claim to be in favor of.
We can disagree about most things. The essence of what we are is commerce. In times long past we were bound together to hunt and gather and farm. Now we bind together because one of us makes delicious Chinese food and one of us wants to eat delicious Chinese food. What is more American than that?
All my life -- five decades! -- I have gone to Chinese restaurants. And then as now, they always had menus that looked like the image above. The fact that they had Chinese characters on them did not make the restaurants un-American. Nor did the fact that the waiter often spoke almost no English. That's why the menu items are numbered! So we can do that most American of things: buy stuff in the most convenient way possible.
Read more ยป
I have a personal note about the Coke diversity commercial which is embedded below. I didn't watch the Super Bowl on Sunday, but it was on at the place I was staying, so I saw a bit of it. And part of that was the Coke commercial. It is extremely beautiful and the sound design was just perfect. But I only really got one thing out of it: the Muslim women buying Chinese food from a street vendor. That was totally brilliant!
It bothers me that others look at the ad and think that it divides us. Such people have an incredibly simplistic view of community. People don't have to share religion or language or anything specifically. What binds us together is not our particular totems. What binds us together is shown in that image of Americans from different places meeting to do business. That is America. And that is what conservatives always claim to be in favor of.
We can disagree about most things. The essence of what we are is commerce. In times long past we were bound together to hunt and gather and farm. Now we bind together because one of us makes delicious Chinese food and one of us wants to eat delicious Chinese food. What is more American than that?
All my life -- five decades! -- I have gone to Chinese restaurants. And then as now, they always had menus that looked like the image above. The fact that they had Chinese characters on them did not make the restaurants un-American. Nor did the fact that the waiter often spoke almost no English. That's why the menu items are numbered! So we can do that most American of things: buy stuff in the most convenient way possible.
Read more ยป
Labels: advertising, Coca-Cola, companies, diversity, multiculturalism






