We typically like to highlight at least a couple of the more emotional ads every Super Bowl Sunday, and with that in mind, this spot went more for being a tear-jerker than it did trying to draw a massive amount of laughs from anyone.
Coca-Cola likes to do things that are imaginative for this game, which makes some sense given their track record. They are not a brand that puts a lot of commercials on the air throughout the year, and that is mostly because they don’t need to. They simply sit around, take their time, and then try to figure out what they are going to do to try to impress viewers next.
What worked – Mostly, the appeal here comes in hearing all of the children sing “America the Beautiful” in different languages. It is a moving portrayal of everything that makes up America, and how we love to celebrate our culture in all sorts of different ways. This is a country made up of all types of different people, but all with one collective hope and dream.
What didn’t – Above all, the biggest issue that we had with this ad is just that it could have been even more imaginative. Coca-Cola tends to often combine imagination and emotion for something incredible, but they really did not do that here. This was a little bit more of the one-dimensional variety.
Grade: B-. This was moving, but it wasn’t the most moving ad that we’ve seen. Also, we’ve seen Coca-Cola do much better over the years.
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