Coca-Cola Delivers a Beautiful Message of Inclusion in Its Super Bowl Ad

60-second spot kicks off 'A Coke For Everyone' platform

Coca-Cola kicks off its 'A Coke for Everyone' platform. Coca-Cola
Headshot of Katie Richards

Coca-Cola has long made a name for itself based on its inclusive messaging in its advertising. Think back to the iconic “Hilltop” ad, or the brand’s 2014 “It’s Beautiful” Big Game spot, set to “America the Beautiful.” Now, the brand is back with another message of diversity and inclusion in its 12th consecutive Super Bowl appearance.

Wieden+Kennedy Portland created the 60-second spot that will air during the fourth quarter of the game. Alma Har’el directed the spot.

“For this particular message, it is a strategic choice for us. It’s such a big audience and we want to celebrate the diversity of that audience. It isn’t as much about it being advertising’s biggest stage as we feel like it is the ability to reach all of those billions of unique you’s,” Brynn Bardacke, vp, content and creative excellence for Coca-Cola North America, said.

Coke’s latest ad, “The Wonder of Us,” showcases all types of people enjoying Coca-Cola products with different people narrating the spot, which is actually set to a poem about the brand. A Wieden+Kennedy team member (who also happens to have a Ph.D. in poetry) wrote the poem that viewers will hear in the spot. A print version of the poem will also run in The New York Times on Sunday and again in USA Today on Monday.

“The poem is something we’ve really fallen in love with, and seeing the words themselves, not only hearing them but seeing them, was the right combination,” Jennifer Healan, group director, integrated marketing content for Coca-Cola North America, said.

Coke’s Super Bowl spot kicks off the brand’s 2018 marketing platform, “A Coke For Everyone.” The campaign will continue throughout the year, into the Olympics and other sporting events, summertime and finally, the holiday season.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.


Creative Director Hal Curtis, Erik Fahrenkopf
Art Director Brad Trost
Copywriter Becca Wadlinger
Sr. Integrated Producer Sarah Patterson
Group Planning Director Nicole Brandell
Group Comms Planning Director Alex Barwick
Account Director David Hughes
Management Supervisor Dave Hubbard
Creative Manager Amanda Claire
Director of Film Craft Ben Grylewicz
Executive Creative Directors Eric Baldwin, Jason Bagley

Production Company Epoch
Director Alma Har’el
Producer Christopher Leggett
Executive Producer Melissa Culligan
Founding Partner Mindy Goldberg

Editor Whitehouse Post
Senior Editor Elena de Palma (:60)
Junior Editor Sam Perkins (:30 and Social Content)
Producer Annie Maldonado

Color and VFX
VFX The Mill
Color Adam Scott
Senior Flame Martin Karlsson
Producer Kris Drenzek

Music Arrangement South
Sound Design and Mix Lime Studios
Engineer Rohan Young (:60 and :30)
Engineer Dave Wagg (Social Content)
Assistant Ben Tomastik

@ktjrichards Katie Richards is a staff writer for Adweek.