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
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.”
Behind-the-scenes content, interviews with the spot’s diverse
cast and vignettes of “America the Beautiful” sung in various languages are
available on YouTube (see below). The multi-lingual version of the song will be
available on Spotify.
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
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.
'America the Beautiful'
Beautiful" features bilingual American young women singing "America the Beautiful” in
multiple languages. Take a look: