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Classic Coke ad hacked to shame Olympic sponsorship #CheersToSochi

Classic Coke ad hacked to shame Olympic sponsorship #CheersToSochi

Classic Coke ad hacked to shame Olympic sponsorship

Queer Nation NY combined Coca-Cola’s classic ode to world peace, (the 1971 “Hilltop” ad by McCann-Erickson) with images of anti-gay police violence in Russia to make a statement about the brand’s involvement in the 2014 Winter Olympic Games.

 

I have no idea how long this video for their #CheersToSochi movement (a hijack of McDonalds’ Olympic hashtag) will stay on YouTube, given the obvious copyright issues, but it was posted on January 23 and continues to make the rounds on social media.

According to the Queer Nation site:

“The Real Thing for Russia’s LGBT community includes brutal violence, complete oppression of the basic human right to speech, assembly and expression. Coke cares only about their Sochi profits.”

QNNY is also calling out McDonald’s and other global sponsors through captioned images shared on Tumblr:

Classic Coke ad hacked to shame Olympic sponsorship

The activism is understood. Doubtful that it will make much of a difference, at this point, but social pressure has a way of catching up with brands eventually.

H/T Kate Hansen

Advertiser:
Queer Nation

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more