As long as there is thirst, there's always the real thing, INDEED. Coca-Cola's newest ad "Pool Boy" was released as part of its global "Taste the Feeling" campaign and is gay gay gay in a good way. A sexy, ripped pool boy in an open shirt elicits the attention of a lustful sister staring out the kitchen window. The camera then pans across the outside of the house to where, surprisingly, her hot ass brother is doing just the same from his bedroom. The siblings then race to the fridge to grab a Coke in hopes of wooing the sweaty pool boy, only to find that their thirsty ass mom has already beaten them to the punch. Her stare says, "I just blew him." Or am I projecting that last part.
SEW, this commercial gets props because A) it has the decency to deliver looks at a hot sweaty dude with all of the abs as well as an adorable horned up teen piece and B) it introduces a homosexual storyline that's so casual that it would be like Jon Stewart finger blasting Steven Colbert as a guest on The Late Show without anyone saying anything. (A girl can dream!)
Coca-cola has courted the liberal youth of America to varying degrees of success throughout the years, with its infamous "I'd Like To But The World a Coke" campaign from 1971 signaling a clear message of uniting people of different races and backgrounds. Around the 2000's the company's soft drink sales floundered due to an increase in health awareness. This, of course, spurred the creation of bottled New Jersey sludge runoff brand, Dasani. Believe it or not, Coca-Cola's big breakthrough in boosting sales of its namesake beverage was the introduction of a smaller can size in 2007, which picked up in popularity significantly by 2015.
All of this is to say that Coke, a leader in marketing, is always looking for ways to increase interest in the failing (trademark Donald Trump) soft drink industry. We've now seen brands from Ikea to Target, and more recently Sprint, release commercials featuring gay people. However, for one of the largest companies in the world with a strong association with the good ol' Red, White, and Blue to follow suit is just, what's the word, pretty fucking cool! Like all successful companies, Coke sees the world through dollar signs, and a commercial like this signals to competitors that gay is good.
As we touched on earlier when I weakly tied in my deepest late night talk show erotic fantasies, homosexuality exists pretty fucking casually in the "Pool Boy" ad. Yes, the introduction of a gay brother is meant to raise eyebrows, but I imagine it was difficult to resist the urge to have the gaybo son's lust be the big reveal at the end, not the mom's.
In order to cut costs, new Coca-Cola ads under the "Taste the Feeling" campaign gather all iterations of Coke (Coca-Cola, Coke Zero, Diet Coke and Coca-Cola Light, and Coca-Cola Life) (WTF is Coca-Cola Life) under one umbrella, and are meant to be viewed globally - eliminating the need to create separate ads for various markets. Hypothetically, this ad could be everywhere.
The tight asses at Coke wouldn't dare churn out a commercial unless they were pretty damn confident in it, so hopefully "Pool Boy" kills it and we'll have more homo shilling to come. Consumers, for better or worse (spoiler: worse) put a surprising amount of faith in brands, and a trusted one such as Coca-Cola can have the ability to either change or deepen one's political and social outlook, whether it's conscious or not. After all, Trump is nothing if not a highly successful brand, and he's done just that. If the well of money springs up near themes of acceptance and understanding, like in this Coke "Pool Boy" ad, then drill baby, drill!
Via Ad Week