Free the Bid’s Alma Har’el Explains Directing Coca-Cola’s Inclusive, Joyful Super Bowl Spot

She was 1 of just 4 women to create an ad in the game

Alma Har'el directed Coca-Cola's Super Bowl spot. Byron Bowers

Coca-Cola’s gorgeous, candy-colored 60-second Super Bowl spot, “The Wonder of Us,” from Wieden + Kennedy in Portland, was one of the more inclusive spots of the night. The voiceover in the ad, which is from a poem by copywriter Becca Wadlinger, includes the line, “There’s a Coke for he and she, and her and me and them.” On Twitter, several people who use they/them pronouns responded to Coca-Cola’s Twitter account to let the brand know how special it was to be represented in an ad. Adweek spoke with the ad’s director, Free the Bid—a nonprofit that aims to increase the number of female directors in advertising—founder Alma Har’el, to learn more about making the ad and her recent Director’s Guild Awards nomination.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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