by Martin Mawyer, Founder and President of Christian Action Network
Coca-Cola Co has launched a gay-friendly ad in a recent campaign that is winning “praise” for diversity and inclusion.
The minute-long ad features a brother and sister vying for the attention of a handsome pool boy and fighting for the right to offer him an ice-cold Coke.
The ad is a part of the company’s global ‘Taste the Feeling’ campaign, and features a teenage girl eyeing the hunky pool boy from a downstairs window while her brother lustfully watches the boy from upstairs.
The two then race to the refrigerator in an effort to be the first to offer him a cold Coke.
Despite the best efforts of the brother and sister, Mom gets there first and has first dibs on the pool boy.
In a complicated statement, the Coca-Cola PR agency said:
‘We are managing culturally relevant messages organically within our spots not as the main subject of the story but as sub-text.”
Okay, enough of that gibberish. Here’s what you really need to know about this ad campaign. And it’s more than you think.
Most older Americans will be perplexed at the purpose of this new Coca-Cola ad. As well as they should be.
Is this an ad to attract more gays into buying Coca-Cola? Or an ad to indoctrinate young Americans into accepting the gay lifestyle? No doubt this is part of the objective by Coca-Cola’s advertisement team. But those reasons are not the complete, or perhaps even the main, answer.
Young adults run ad agencies, nowadays. And as we all know these young adults have no qualm about using other people’s money (company money) to push their own political/moral beliefs and worldviews on society
But even this is not the compete answer.
Corporations view older Americans as an established, but dying, breed of purchasers. Even if they are offended, they will remain loyal to the product. They key word is “loyal.” That is the objective of ad agencies: to get loyal purchasers. Once you have a loyal buyer, the reasoning goes, that purchaser will ultimately withstand many offenses down the line. You may lose some, but not enough to make a significant dent in profits.
Ad agencies, therefore, must focus on young Americans because they are not yet ‘loyal’ to the product. Being gay-friendly, the reasoning goes, will win over the ‘loyalty’ of the young. And with that loyalty, they will be Coca-Cola purchasers for decades.
And what about those who HAVE ALREADY BEEN loyal for decades? Well, Coca-Cola already has their money…which can now be used to promote an immoral lifestyle to gain the acceptance, love and loyalty of an immoral people.
Most major companies don’t sell you on a product any more; they are in the business of selling you on their beliefs.
Perhaps what’s really sad is that people would buy a product, not because “Coke adds life,” but because “Coke adds perversion.”
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