Can A Super Bowl Soft Drink Ad Move Congress? Coke Bets On Immigration

By Tom Watson, Forbes

Immigration reform is a cause with a long history, and deep and committed organizations and networks on all sides of the issue. But as the political forces continue to inch toward a comprehensive legislative package that may eventually welcome millions of new Americans out of the shadows, one iconic brand took a rare stand during the biggest sporting event of the year.

Coca-Cola’s America, The Beautiful Super Bowl ad was among the most talked about spots of the otherwise disappointing (unless you’re a Seahawks fan) contest – and it was an ad with a clear purpose. Yet is was not in any way, explicitly political. The ad illustrated the stakes of immigration reform and took pride the impact of immigration on U.S. culture. It showed us, without lecturing us – but given the outraged reaction of anti-immigration voices, that message was clearly received.

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