ADC Statement on Coca-Cola's Super Bowl Ad

posted on: Feb 3, 2013

Earlier this week the American-Arab Anti-Discrimination Committee (ADC) expressed concern over an advertisement by Coca-Cola. The ad, “Coke Chase,” portrays a stereotypical character of an Arab in a desert with a camel. This dated image is not an accurate depiction of our community in the United States, and it is a poor representation of the diversity of our communities around the world

ADC communicated with senior officials from Coca-Cola about the ad, and expressed our community’s concerns. Coca-Cola explained that their intention was not to defame or offend any particular community. The representatives from Coca-Cola provide background information on the development of the ad campaign. ADC understands this position and acknowledges that Coca-Cola did not set out to intentionally offend the community.

ADC and Coca-Cola have come to a mutual understanding and welcome the continued dialogue. Coca-Cola has agreed to take steps to ensure viewers understand the back-story of the character. They have also agreed to work with ADC directly to prevent such incidents from occurring again, and are committed to advancing diversity and understanding.

ADC reiterates that use of stereotypical imagery and portrayals of any group must not be tolerated. Regrettably, many programs still play on the stereotypes of not only Arabs, but all minorities. Programs that rely on such stereotypes should not be accepted.

Since its inception ADC has dedicated itself to combating and fighting stereotypes, and will continue to do so.