[UPDATED] Coke Balkanizes USA With Super Bowl Ad

The left was ecstatic over Coca-Cola’s decision to air a commercial during the Super Bowl that featured as its sound track the song America The Beautiful. Oh, they weren’t ecstatic because of the song. They were ecstatic that Coke decided to have the song sung in a myriad of foreign languages. They weren’t excited over an American song they were happy that Coke decided to snub English and American traditions, of course.

Naturally, the retort against those that were upset that Coke produced the song in a string of foreign tongues is that they are “racists” and “haters” who hate the fact that there are people other than White, English-speakers in the US.

Just as naturally, this is simply not why people were upset at Coke.

Coke posted a press release claiming that its commercial was “a salute to America” and that “the ad features real people enjoying each other and a Coke.”

Further explaining the commercial in the press release, Katie Bayne, President, North America Brands, Coca-Cola North America, said, “For 127 years, Coca-Cola has been proud to be a part of bringing friends and families together while memories are made. With ‘It’s Beautiful,’ we are simply showing that America is beautiful, and Coke is for everyone.”

Former Congressman Allen West was one that was unhappy with the ad. He felt that the ad “missed the mark.”

“I am quite sure there may some who appreciated the commercial,” West said “but Coca Cola missed the mark in my opinion. If we cannot be proud enough as a country to sing ‘American the Beautiful’ in English in a commercial during the Super Bowl, by a company as American as they come–doggone we are on the road to perdition. This was a truly disturbing commercial for me, what say you?”

On the other hand, Alaska Senator Lisa Murkowski Tweeted, “My favorite commercial so far? Coca Cola’s America the Beautiful ad. Gave me goosebumps, and I don’t even drink.”

And Twitter exploded with those attacking the ad and those supporting it.

For just a few examples of the attackers, one Twitter user named @Lady_Jay_J tweeted, “Since when did the national anthem get sung in Spanish?! Not a good idea #CocaCola.”

Another Twitter user named @HappieDays12 wrote, “I will not be purchasing any #CocaCola products for the foreseeable future. Pretty sure we speak English in America.”

Still another, @runlong01, wrote “Super Bowl Coke ad – – I will never drink a Coke product again.”

But here is the thing. Coke was thoroughly wrong to do this to one of our most cherished national anthems.

A country is not a country without a particular culture, a sort of national religion, if you will. A country has to have a homogenous national scheme to hold itself together and English and our national anthems, pledges and documents in English are that homogeneity.

Otherwise you Balkanize your country and make of it a series of sections that feel unconnected to the whole. One might remind everyone that we fought a civil war because the south and north did not feel kinship to each other.

A Balkanized country is not a country. It is a dissolution waiting to happen.

So, what did Coke do? They contributed to foreigners coming to America and feeling that they don’t have to become “American” but can continue living with the culture they brought from what ever dark corner of the world from which they came. Coke aided in the tearing down of America and pushed the idea that America is just where people happen to live, not a country with a distinct culture and tradition.

Coke dissed America during this commercial, it didn’t celebrate her. And that is why the left loves this commercial.


On February 6, Coke began to add the words “E Pluribus Unum” and the English translation, “Out of many, one,” to the end of its commercial to satisfy complaints that the company was segregating the USA into enclaves of foreign speakers.

This does not work because “one” is not what Coke is showing with its Balkanizing ad. It is showing that the “many” are staying the many and not becoming one at all.

Nice try, Coke. But, no cigar.

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The Super Bowl Ads
  • Lawrence Westlake

    No doubt this was a retarded ad, clouded by loopy, PC non-thinking. Coke’s senior management however wouldn’t have been dumb enough to have OK’d that ad without reams of focus group data. Super Bowl ads cost a lot of money and Coke didn’t become a mega-cap conglomerate by throwing away money. So the inescapable supposition is that on balance Zombieland must have liked the ad. Coke sells products to Zombieland. Connect the dots. That aside, there’s one other extreme irony to this kerfuffle. The putative right on the Internet predictably is all verklempt about this ad. They don’t even get the irony. The most surefire way to foment and even accelerate the Balkanization of America is to maintain a shadow economy and shadow culture of unassimilated illegal immigrants. Rick Perry and the Texas state legislature for example were spot-on correct when they gave in-state tuition rate availability to illegals. They’re there. You can’t wave your magic wand and make them all disappear. Do you want to educate them and bring them into society and into the legal economy? Or do you want to perpetuate an underclass and all its deleterious effects of crime, unemployment, poverty and blight? Think it over.

    • And give in-state tuition to illegals? Send them back, give in-state tuition to Americans and LEGAL immigrants.

  • Trudi Greissle Davidoff

    Coke has a brilliant marketing team that realizes it doesn’t have to pitch its products to people with last-century ideas. It recognizes the value of America’s melting pot culture. BTW, do all the new Pepsi drinkers realize that Pepsi supports Gay Rights?

  • jim_m

    If I boycotted every food product that was made by a company that put out some stupid or insipid ad campaign I would be farming all my own produce and butchering all my own meat.

    The ad was stupid and misses the point that multiculturalism has failed and that it has produced societies that are on the verge of imploding in waves of ethnic violence. Of course, waves of ethnic violence are what the left wants (qv cloward-piven) because they are a crisis they see as creating the opportunity to force their agenda on everyone else.

  • Vagabond661

    The song/commercial Coke did awhile back (“I’d like to teach the world to sing”) and translated to different languages would have made a better spot IMHO.

  • 914

    Stupid commercial. I think Subways choice of using Chewie to overlook the Sub line was a worse choice though.

  • Brucehenry
    • warnertoddhuston

      To paraphrase a saying, stupid is as stupid links.

      • Brucehenry
        • jim_m

          The issue is that the Coke commercial misses what is great about America. It isn’t that we are all different. It is that we all came here for the same thing and we celebrate a common identity as Americans.

          What the left misses is that it isn’t our differences that make us great it is our commonality despite our differences. What the left wants to celebrate is the part that divides us rather than the part that unites us. Per usual.

          And per usual, you have bought into the whole leftist meme that America is better when America is weakest and that we should celebrate that which makes America weaker and denigrate that which makes America strong.

          Assimilation is what made America work. The left has worked hard to end assimilation and that is doing a good job of destroying our nation.

          • Brucehenry

            Let me guess: You didn’t read the Time link because you decided a couple of paragraphs in it didn’t fit your world view and so could be dismissed.

            The Coke commercial was made to sell Coke. It wasn’t an anti-assimilation message. It celebrated the diversity of America, full stop.

            Assimilation is going to happen whether or not Coke makes a commercial filled with images of the many ethnicities that make up the population. A hundred years ago one could find dozens of German language newspapers being sold in Cleveland, and hundreds of Yiddish publications being sold in Brooklyn. Yet the Germans and Jews are pretty well Americanized these days. Despite the existence of many “Chinatowns” and “Little Italy’s” in major cities, so are the Chinese and Italians. The same kind of alarmist rhetoric was used back then about how these groups were never going to assimilate into the presumably more proto-typical “American” larger community.

            My company has many customers of Indian descent. It’s funny how, when you visit their homes, the grandparents are pretty much Indian, the parents are working hard to blend in, and the kids are as American as mine are. It’s an age-old story and it’s not in danger of changing because Coke made a pretty commercial.

  • CaptainNed

    Oh bloody hell. You lot of nativists don’t look good here. You lot think that assimilation is an on/off switch event, i.e. Vito Corleone suddenly speaks nothing but English after passing through Ellis Island.


  • Let’s see if I have this figured out.

    People use their native languages to sing about their love for America.
    That is supposed to be a bad thing?

    • warnertoddhuston

      As usual, no you didn’t get it right.