Monday, February 3, 2014
During the Super Bowl yesterday, Coca-Cola aired a 60 second commercial featuring a rendition of the song, “America, the Beautiful.” Starting off with the familiar English line 'Oh beautiful for spacious skies,' the production delivers the next line in Spanish. I'm not the linguist I wish I were, but I suspect the third line is in Hawaiian. From there, I could only guess, although I think one or two lines are delivered in Hebrew. According to Allan Brettman of The Oregonian, there are seven; I can count five although I can't name them.
If you want to give it a try, the commercial is up as a UTube (and has apparently already been viewed a couple million times). If you missed it altogether, you can see what people are talking about here:
How did you feel when you heard it? FEEL??
It was designed to move and touch you.
But I knew it wasn't going to go down well with everyone. Instantly, my Facebook newsfeed binged up with conflicting reactions. (Right way, the old market researcher in me wanted to ask the reactors on both sides if they knew what product was advertised.)
But one of the great things about controversial ads is -- pretty soon the brand is being mentioned over and over. If you missed it initially, shortly you'll know the answer.
So, again -- how did you feel? And then -- what did you think? ('Cause first we feel and then we think.)