Coca Cola for Beautiful Multilingual America
Coca-Cola is running “It’s Beautiful”, an advertising campaign celebrating the culturally and linguistically diverse nature of the United States, released during the 2014 Super Bowl. The 60-second advertisement, in which a wide variety of Americans enjoy each other and a Coke, is designed to communicate the values of optimism and inclusion. The commercial’s setting of “America The Beautiful” in seven different languages has drawn a wide range of responses from viewers, ranging from pride to outrage.
The spot opens to expansive scenes from the West to the Pacific shore to the desert Southwest, interspersed with everyday American neighborhoods, cityscapes and tucked-away cafes. It gives way to a series of snapshots of people who represent the nation’s incredible diversity. Together they make up the fabric of American life: brothers enjoying a movie; friends dancing; families dining out and roller-skating; siblings camping and many others. Each moment is about people enjoying themselves and their friends and families — and an ice-cold Coca-Cola. Here’s the 90 second version.
It’s Beautiful Campaign
The Beautiful campaign includes behind-the-scenes content, interviews with cast members and vignettes of “America the Beautiful” sung in Spanish, Hindi, English, Tagalog, Mandarin, Hebrew, Arabic, Keres, Senegalese-French are available on YouTube (youtube.com/AmericaIsBeautiful) and other Coca-Cola social channels. The multi-lingual version of the song will also be available on Spotify. “It’s Beautiful” prompts viewers with the #AmericaIsBeautiful hashtag to share their stories and submit photos to a Tumblr gallery called “America’s Selfie.” Select images and messages also will be displayed on the Coca-Cola digital billboard in Times Square. Coca-Cola plans to debut a 90-second version of the spot during the opening ceremony of the 2014 winter games.
“For 127 years, Coca-Cola has been proud to be a part of bringing friends and families together while memories are made,” said Katie Bayne, President, North America Brands, Coca-Cola North America. “With ‘It’s Beautiful,’ we are simply showing that America is beautiful, and Coke is for everyone.”
Coke’s ad features the song “America the Beautiful,” by Katharine Lee Barthes, which is often considered the second national anthem. The song was sung in English, Tagalog, Spanish, Hebrew, Hindi, Keres and Senegalese-French.
The Beautiful campaign was developed at Wieden+Kennedy, Portland, by agency producer Julia Lafferty.
Editor was Angus Wall at Rock Paper Scissors.
Music was composed and arranged by Robert Miller.