Homosexuality has been a sensitive topic in India and all over the world. While countries like Canada have already accepted and embraced the LGBTQ (Lesbian Gay Bisexual Transgender and Queer), community others struggle to accept people just the way they are. Coca-Cola has joined the bandwagon of embracing homosexuals and released an advertising campaign which accepts homosexuals as normal people. The international soft-drink brand released its new commercial, ‘Pool Boy’ which shows a brother and sister hitting on the same guy. The video shares the old story of two siblings hitting on the same guy; however, there is a twist in the story. The siblings, in this case, are a boy and a girl. Do you remember the commercial in which Aamir Khan was featured with Aishwarya Rai and Mahima Chaudhry?
The one-minute video advertisement shows a race between the brother and sister to reach a tired and sweating pool boy with a cold Coca-Cola. The commercial shows a hot and dashing guy cleaning the pool while showing off his abs and the siblings are ogling at the man from their rooms. The siblings decide to offer a fresh bottle of Coke to the guy, who is sweating in the heat. The advertisement shows the brother-sister competing to offer the cold drink to the hot pool guy. The video captures the essence of being accepted by a family as a homosexual, even though the brother is shown to have a characteristically feminine body language which is not always necessary in homosexuals or gay men in particular.
The ad ends with the mother winning the competition and quenching the pool guy’s thirst with a chilled bottle of Coke. The commercial video celebrates the idea, “Taste the Feelings” and spreads happiness just like all the famous and innovative Coca-Cola ads. Coca-Cola has tried to join the bandwagon of promoting the idea of accepting the LGBTQ community who face a lot of issues in the society and the large felt norms of normal. This initiative is a welcome change that needs to be accepted by others as well. Various international brands are coming forward with their efforts to make the LGBTQ community feel accepted as a normal part of the society and support them in their fight for equality.