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Coke updates ‘It’s Beautiful’ ad in attempt to address controversy

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Coca-Cola updated its controversial 60-second, “It’s Beautiful,” Super Bowl ad with a new 90-second version broadcast during the Friday opening of the Winter Olympics in Sochi.

In a message that clearly acknowledged the intense debate – including between conservatives – over the commercial featuring the patriotic song “America the Beautiful” sung in seven different languages, Coke’s updated ad features 10-seconds of the words “E Pluribus Unum – Out of many, one” displayed right at the beginning.

http://www.youtube.com/watch?v=phkJ55Qt0q0

And those words were added to remind the nation that “America is beautiful and Coca-Cola is for everyone,” a press release on the company’s website said Friday.

Coke also promoted the “behind the scenes” video of the ad to remind all those who complained about “America the Beautiful” sung in other languages besides English that every singer is an American.

http://www.youtube.com/watch?v=1ReHUMUb9gY#t=59

The statement read:

Tonight, a 90-second version of Coca-Cola’s “It’s Beautiful,” which originally ran during Sunday’s Big Game broadcast as a 60-second spot, will debut during the Opening Ceremony.

Created specifically for this evening, the new spot reinforces the sentiment of unity and that America is beautiful and Coca-Cola is for everyone. It features people enjoying moments of happiness with one another over a delicious, refreshing Coke. The overall message of inclusion communicated by the ad reflects some of Coca-Cola’s most important values.

The spot, set to “America the Beautiful” is sung by bilingual Americans in seven different languages: English, Spanish, Keres, Tagalog, Hindi, Senegalese French and Hebrew. A behind-the-scenes video of the American singers has been created to complement the Olympic Games version of “It’s Beautiful.”

“It’s Beautiful’ celebrates Coca-Cola moments among all Americans,” said Katie Bayne, President, North American Brands, Coca-Cola North America. “Our ad provides a snapshot of the real lives of Americans representing diverse ethnicities, religions, races and families, all found in the United States. 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 Coca-Cola.”

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