Amid protests by LGBT activists over its sponsorship of the Sochi Olympic games and silence over Russia's anti-gay laws, Coca-Cola this evening featured a gay family in a minute-long ad celebrating America's diversity.
Coca-Cola also posted a five-minute behind-the-scenes video of the ad online, featuring interviews with its participants.
Watch both clips, AFTER THE JUMP...
While the spot was commended by some LGBT activists (Freedom to Marry's Michael Crawford tweeted praise, calling it "the best ad so far"), it seems unlikely (and is perhaps not intended) to change objections to the company's participation as a Sochi sponsor.
Tweeted Dan Savage, using a promotional Coke hashtag that was hijacked by activists earlier this month:
"Love your endorsement of diversity and tolerance in the USA, @CocaCola—how about some support for Russian LGBT people? #CheersToSochi"
UPDATE: The Coca-Cola ad's multi-lingual soundtrack didn't go over well with a bunch of racist Americans, TIME writes:
It was that last aspect that unfortunately, brought out America the Ugly, at least on some parts of the Internet. “WTF?” asked one post on Twitter. [email protected] has America the Beautiful being sung in different languages in a #SuperBowl commercial? We speak ENGLISH here, IDIOTS.” Some of the vitriol may have been satire for all I know, but there was much too much for that to explain all of the “English or GTFO” sentiment–not all of it in impeccable English itself. To wit: “Dear @CocaCola : America the beautiful is sang in English. Piss off. #DontF--kWithUs.” (To be fair, not every Tweet brought up by a search on “Coca Cola English agreed: “Coca Cola brings the commercial of the night: America the Beautiful sung in Spanish, English, Arabic, and other languages. Beautiful.”)