Coca-Cola’s Facebook page was full of comments such as these Sunday night and Monday morning:
• “Your New World Order commerical [sic] on the Super Bowl STINKS. No more Coke for me!”
• “I was insulted by your Super Bowl ad using multi language singing of ‘America.’ Our country is an ‘English’ speaking country. I'll buy Pepsi.”
• “I will never by Coke again! I'm an American and am furious at the commercial that ran yesterday!”
The Super Bowl ad that spurred these instant boycotts was this one, which featured singers belting out “America the Beautiful” in different languages:
Of course, Coke has been promoting multiculturalism in its ads for decades. Singers wanted to buy the world a Coke
in 1971, after all. Still, something about this ad touched a nerve with a specific segment of its Facebook fandom.
Some, of course, came to the ad’s defense, calling it beautiful and inspiring. For some, drinking a Coke instantly became a political stand.
“I just cracked open a can of coke this morning in honor of diversity!” one commenter said.
Honda didn’t set off any political debates with its ad promoting road safety
(and hugging), but it did earn some Twitter ridicule when actor Bruce Willis opened the third-quarter-airing ad with, “Great game, right?” At that point, the contest was already a blowout.
The Twitter winner of the night may have been Esurance, which got its #EsuranceSave30 hashtag into the trending topics—it was still there Monday morning, in fact—with an old-fashioned giveaway. In the first ad after the Super Bowl
ended, the company promised $1.5 million (how much the company claims it saved by buying an ad after the game instead of during) to someone who tweeted the hashtag.
RadioShack also earned some attention with its ad full of 1980s icons
, but what really made it a winner of the night was its integrated online campaign
, which included a Twitter sweepstakes of its own, this one for some retro prizes such as a Magic Johnson jersey and a tabletop “Ms. Pac-Man” machine.
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And then there was Oreo, the undisputed brand winner of last year’s Super Bowl with its quick-witted response to the blackout
in the Super Dome. It simply and cleverly acknowledged its past glory and left it at that.
Perhaps Oreo was stepping aside for Hillary Clinton, who earned more than 53,000 retweets for her joking jab at Fox, the network that aired the Super Bowl: