Near the end of the first half of Sunday's Big Game, Coca-Cola premiered “It’s Beautiful,” a 60-second salute to all Americans and the Coca-Cola moments they share.
Set to “America the Beautiful” sung by Americans in seven languages, the spot features scenes showcasing the country’s expansive landscapes -- from the Pacific shores to the desert Southwest -- interspersed with American neighborhoods, metro cityscapes and tucked-away cafes. “It’s Beautiful” was created to celebrate Coke moments among all Americans who together enjoy ice-cold, refreshing Coke. The ad provides a snapshot of the real lives of Americans representing diverse ethnicities, religions, races and families, all found in the United States.
“For 127 years, Coca-Cola has been proud to be a part of bringing friends and families together while memories are made,” said Katie Bayne, president, North America Brands, Coca-Cola North America. "With ‘It’s Beautiful,’ we are simply showing that America is beautiful, and Coke is for everyone.”
Bayne adds, “‘It’s Beautiful’ is exactly what Coca-Cola is all about: celebrating the diversity that makes this country great and the fact that anyone can thrive here and be happy. We hope the ad gets people talking and thinking about what it means to be proud to be American.”
As in years past, Coca-Cola will use social media to curate the collective voice of the consumer, inviting viewers to share their stories and submit photos to a tumblr gallery called “America’s Selfie” using the #AmericaIsBeautiful hashtag. Select images and messages will be displayed on the Coca-Cola digital billboard in New York City’s Times Square.
"For centuries America has opened its arms to people of many countries who have helped to build this great nation," said Sonya Soutus, senior vice president of Public Affairs and Communications, Coca-Cola North America. "We believe 'It’s Beautiful' is a great example of the magic that makes our country so special, and a powerful message that spreads optimism, promotes inclusion and celebrates humanity – values that are core to us and that matter to Coca-Cola."
This marks the eighth consecutive year Coca-Cola commercials will appear during the Big Game broadcast. “It’s Beautiful” was directed by John Hillcoat, composed by Robert Miller and produced by Skunk Productions. Coca-Cola worked with Wieden+Kennedy to create “It’s Beautiful” and a second Big Game ad, “Going All the Way,” which shows a high school football player in Wisconsin go from benchwarmer to hometown hero. Earlier this week, Coca-Cola pledged to donate $50,000 to the Boys and Girls Club of America Triple Play program once “Going All The Way” reached 10,000 shares online -- which it did on its first day.