Coke tries transgender reference in Super Bowl 2018 commercial

  • Matt Kempner, The Atlanta Journal-Constitution
12:54 p.m Friday, Feb. 2, 2018 Austin360 Home
This photo provided by Coca-Cola shows a scene from the company's Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers.

The reference is easily missed, but one of Coke’s new Super Bowl 2018 commercials briefly highlights a person who doesn’t identify with traditional gender definitions. 

The ad, which is scheduled to air during the Super Bowl’s fourth quarter, refers to the person as “them.”

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It may be the first time Coke knowingly referred to a person in a major commercial with that pronoun. A spokeswoman didn’t immediately know of another, but she’s checking. 

>>Super Bowl 52: See the commercials before the big game

Check out the ad and the thinking behind it, including why Coke choose to keep the reference so subtle, in my latest column on