The pool boy is at work. We see a young woman eyeing the pool boy. Then we see a young man doing the same thing. The siblings battle to see who could deliver a Coca-Cola bottle before the other one. The mother ends up getting to the pool boy with a sandwich and a Coke long before the siblings make it.
The new Coca-Cola is global and that includes the United States, a country that hasn't done a whole lot with gays and lesbians in advertising. When the ad runs in the United States, the theme will be a new experience for Americans. And let's be honest, the approach is relatively tame: this ad only shows that a man could be interested in another man.
Our friends at CanadianCrossing.com, our sister blog, have noticed a pattern of gay/lesbian friendly ads in Canada, including a campaign for Tim Hortons perfect partners. The ad include a gay couple that had their first date at Tim Hortons.
American companies worry about criticism from conservative elements in society. But as we've seen, when presented as no big deal, the reaction becomes no big deal. Tim Hortons didn't make a big deal; the couple is one of several pairings in the ad.
For more on this topic, check out the story at CanadianCrossing.com.