These posts celebrate the movie trailers, movie posters, commercials, print ads, and other promotional material that stand as their own works of art.
As the fragile flowers who cluster on the rightward side of the political spectrum spend today mulling over their precise naughty list rankings of companies who supposedly made unforgivable insinuations about the politics and character of noted second-place finisher Donald J. Trump, I will use this space to call attention to the artistry of an commercial that raised their collective ire, though it first aired three years ago and have been brought back plenty of instances ever since. I don’t usually set myself in front of the television for America’s holiest broadcast, but I swear I remember seeing Coca-Cola’s “It’s Beautiful” when it first aired during a break in the action during Super Bowl XLVIII. I thought it was a lovely marvel then. Now, I think it’s a vital statement about the true character of the nation, despite virulent strain of bigotry that unfortunately feels empowered by the broken results of the most recent presidential election.
At the time of the ad’s debut, a Coca-Cola press release quoted one of the company’s executives to elaborate on its message: “For centuries America has opened its arms to people of many countries who have helped to build this great nation. 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 us and that matter to Coca-Cola.”
That seems pretty straightforward to me. And rejecting that message is rejecting the best aspects of the country’s history. As sad as it may be that supporters of the current occupant of the White House don’t appreciate “It’s Beautiful,” they may be able to take solace in another offering from the commercial’s director, John Hillcoat, that provides a vision of where their favored candidate is likely taking the United States. Hillcoat directed the film adaptation of Cormac McCarthy’s The Road.
Other entries in this series can be found by clicking on the “Art of the Sell” tag.