Coca Cola’s new commercial for the Middle East region may as well have been made for the world. The message is universal, and the video is being shared around the globe, with almost 3.5-million views within a week.

Coke’s Middle East branch uploaded the ad on 4 July with the following message:

“It takes just seven seconds to build a prejudice based on someone’s appearance. This Ramadan, Coke invited six strangers to an Iftar [evening meal during Ramadan to break the daily fast] in the dark. See what they discovered and how it changed the way they see the world.”

One viewer was so impressed she subscribed to YouTube just to be able to leave Coke a message thanking them for their campaign and saying “It’s so strong and shows how corporates are the way to change societies, as they have the financials and can afford the experts to do it. I love it, i admire the creativity, the slogan and love the production. Simply great work!”


A South African viewer said “How wonderful the world would be if we saw with our souls instead of our eyes.”

Not everyone’s happy with the ad though. One YouTube subscriber wrote in an open message to Coca-Cola Middle East that “the Arab world until now has a relatively good diet and you want people to ‘bond’ over a can of coke that contains 10 spoons of sugar. We’ve already seen the effect of this in America, where children will now live shorter lives than their parents, and you think Muslims should do this too? …People have been making friends for thousands of years. They don’t need 10 spoonfuls of sugar in a can to do that.”

For most people however the point of this video has been the social message rather than the commercial one: Labels are for Cans, Not for People.

Watch Video – Remove Labels this Ramadan

View larger version above.

Watch Video – Last Year’s Coke Ad for Ramadan

Encouraging an open mind and acceptance…

https://youtu.be/wosImBu0NbY