America the Beautiful

3 February 2014
 

Advertiser: Coca Cola
Creative Agency: Wieden & Kennedy

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Coca-Cola's second ad during the Super Bowl was polarising to put it lightly. The drink company has divided America's liberals and conservatives by airing an ad that has America the Beautiful, an iconic track held dear by Americans the world over, with the lyrics sung not in English but a medley of languages.

If the response by some of the less informed segments of the Super Bowl-viewing public are anything to go by, Coke just relieved itself of a chunk of customers. Although that chunk of people thought America the Beautiful was the country's national anthem.  Not surprising the brand wanted to keep it a secret till it aired on TV.

The campaign is part of Coke's ongoing #Americaisbeautiful campaign.

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