Coca-Cola, which owns Sprite, has launched a campaign of commercials that celebrate transgenderism for teens and depicts mothers lovingly helping their offspring to present themselves to the world as a false depiction of their actual sexuality and biological gender. I’m curious what the reason is that Coca-Cola executives felt they needed to push this message.
Coca-Cola is an iconic American brand that, unlike many others, is part of America’s cultural history because its marketing and advertising conveyed some of the most positive and wholesome aspects of American life – community, family, duty, honor, good sportsmanship.
For the better part of 50 years those are the very aspects of American culture that have been ridiculed and attacked in movies and television, by those on the Left, by radical feminists, and by Marxist and post-modernist professors because they were regarded as the foundational elements that sustained and promoted the presumed oppressive racist, misogynist, homophobic, patriarchal regime that is America and needed to be torn asunder.
There are some who will see this new transgender campaign as something to be celebrated. In the Catholic community, I’m quite sure that Father James Martin, S.J. of New York, Cardinal Cupich of Chicago, Cardinal Dolan of New York, many other Catholic prelates, and, of course, Pope Francis will be quite pleased with the Sprite ads for their inclusiveness. Others, however, who are conscious of the destruction of the traditional family, and the psychological and suicidal risks associated with gender dysphoria, may feel that this is messaging that shouldn’t be promoted or celebrated and is also another dismal and depressing sign of the disintegration of western civilization. Count me in the latter camp.
One final note: The song used in the ad was written by Richard Rodgers and Oscar Hammerstein II for their musical Carousel, the story of the love between a married couple – a man and woman – even beyond death. Hammerstein was a fairly liberal-minded person. But my hunch is that Rodgers would not be pleased that his song is being used to push transgenderism. There’s no way to tell, of course, since both men have passed away and have been spared the opportunity of watching the ad.Published in