I was listening to some unknown program on NPR the other day and these two people were talking about the infamous Coca-Cola Super Bowl commercial that’s been the biggest topic of discussion to come out of the incredibly lackluster game. It wa only like a 5 minute or so segment but it was both informative and hilarious. The hilarious part came when they were talking about how brilliant the ad was and one said to the other something along the lines of, “With all the controversy over this ad, Pepsi has become the official drink of racists.” If I were drinking Coke at the time, I would have snorted it out of my nose and that would have been painful.
The segment was very enlightening in other ways as well. They also talked about how people use commercials like this to mostly feel better about themselves. Kind of a “look at how not racist I am, I like this commercial” kind of thing. Which, kudos to Coke for being able to tap into that. It’s exactly what you want to do in a commercial; subliminally associate a product with feeling good about yourself. They also mentioned that the racism surrounding the commercial is probably not as wide-spread as believed since almost every segment rehashed the same tweets, posts, Facebook updates, etc. So the reality, in their minds, is more along the lines of this whole story being more of a feel good about ourselves circle jerk than a story worth talking about.
It was a cool segment. I agree with everything they said except about the racism not being widely spread. Using the same tweets is more along the lines of lazy journalism than a lack of evidence of wide-spread racism. I don’t follow Twitter, but I certainly found a decent share of racist blog posts surrounding the ad.
I am also some sort of Racist Whisperer or something. When the commercial came on, I jokingly yelled at the TV, “This is Murica, speak English!” Of course, being racist is easy and that commercial was some really low hanging fruit.