Coke’s latest Super Bowl ad could have been the company’s attempt to redeem itself after last year’s commercial caused an uproar for perpetuating racist Arab stereotypes.
However, this year’s ad, which celebrated America’s cultural diversity, unexpectedly sparked a stronger outrage.
The commercial showed people of different cultures singing “American the Beautiful” in multiple languages, including Spanish, Hebrew, Mandarin and Arabic.
It also featured the first gay family in Super Bowl ad history.
Instead of viewing it as an attempt to bring people of different cultures together, the advertisement prompted a racist meltdown on Twitter, inspiring #BoycottCoke and #SpeakAmerican.
Don't even think about wishing me a merry Christmas in any other language then ours. #SpeakAmerican— Chuck (@_Charzard) December 24, 2012
The league of enraged bigots was later joined by equally bigoted – and arguably goofy - right wingers such as Glenn Beck and Rush Limbaugh.
Here are some highlights from right-wing pundits on the issue.
Fox News Eric Bolling Slams Coca-Cola: ‘You Ticked Off a Lot of Americans’
Fox News anchor Eric Bolling on Monday said that while he agreed that America was a melting pot of cultures, he didn’t support the idea of using the song – America the beautiful – to demonstrate that point.
“You used the wrong song. You ticked off a lot of Coke drinkers. You ticked off a lot of Americans.”
Rush Limbaugh: ‘Why Doesn’t Coke Produce the Product with Labels Printed in 10 Different Languages?’
While Bolling had a problem with the song selection, conservative radio host Rush Limbaugh had an issue with the song being sung in foreign languages. He also joked that, initially, he thought the ad was a Republican ploy taking a shot at the immigration reform.
“If you are convinced that the best way to sell Coca-Cola to Americans is to sing ‘America the Beautiful’ in multiple languages, then why don’t you produce the product with labels printed in 10 different languages?” Limbaugh asked.
Glenn Beck: Coca-Cola Trying to ‘Divide People’ with Super Bowl Ad
The most interesting reaction probably came from another prominent conservative commentator Glenn Beck. Ironically, he stated that the multilingual ad that meant to unite a nation, was in his opinion, an attempt to divide America by pitting pro and anti immigration people against each other.
One can take his word for it since Beck himself has spent a huge chunk of his professional life tearing America apart.
MSNBC’s Andrea Mitchell Defends Coke’s ‘Beautiful’ Super Bowl Ad
While conservatives were busy criticizing the Coke ad, one television host – liberal of course – praised the beverage company for the commercial’s display of multiculturalism.
MSNBC host Andrea Mitchell and her panel condemned the racist Twitter backlash while defending the spot as “beautiful”.
“This is a melting pot,” Mitchell said, after showing a few of the tweets attacking the sentiment behind the ad. “I thought this was a beautiful commercial.”