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Posted: February 02, 2018

Coke tries transgender reference in Super Bowl 2018 commercial

This photo provided by Coca-Cola shows a scene from the company's Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers.
This photo provided by Coca-Cola shows a scene from the company's Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers.

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By Matt Kempner, The Atlanta Journal-Constitution

The reference is easily missed, but one of Coke’s new Super Bowl 2018 commercials briefly highlights a person who doesn’t identify with traditional gender definitions. 

The ad, which is scheduled to air during the Super Bowl’s fourth quarter, refers to the person as “them.”

>> Read more trending news 

It may be the first time Coke knowingly referred to a person in a major commercial with that pronoun. A spokeswoman didn’t immediately know of another, but she’s checking. 

>>Super Bowl 52: See the commercials before the big game

Check out the ad and the thinking behind it, including why Coke choose to keep the reference so subtle, in my latest column on MyAJC.com.


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