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Coke tries transgender reference in Super Bowl 2018 commercial

By Matt Kempner
Feb 2, 2018

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.”

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.

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

About the Author

Matt Kempner is an award-winning journalist who seeks out intriguing twists about people and subjects beyond what the AJC might typically cover. A former columnist and editor, his past assignments have included business investigations, energy, the economy, entrepreneurs, big business, consumer spending, politics, government and the environment.

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