{"id":70349,"date":"2014-02-06T14:03:23","date_gmt":"2014-02-06T14:03:23","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/coca-cola-super-bowl\/"},"modified":"2014-02-06T14:03:23","modified_gmt":"2014-02-06T14:03:23","slug":"coca-cola-super-bowl","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/coca-cola-super-bowl\/","title":{"rendered":"Coca-Cola&#8217;s Super Bowl ad is patriotic in any language"},"content":{"rendered":"<p>Running a 30-second advert during the 2014 Super Bowl cost brands $4 million dollars (appx. \u00a32.45 million) per slot, and every second had an impact on the estimated 111.5 million viewers throughout North America. Coca-Cola\u2019s \u2018America Is Beautiful\u2019 clip started plenty of conversations on social media during the ad break for its clever use of language.<br \/>\nThe song \u2018America the Beautiful\u2019 was playing in the background as the ad began. Those who were listening carefully will have noticed something unusual as they watched \u2013 suddenly, the song was being performed in a language that wasn\u2019t English. A number of different languages were interspersed with the more recognisable lyrics, including Tagalog, Mandarin Chinese, Hindi and Keres, which is a sub-dialect spoken in New Mexico.<br \/>\nBehind-the-scenes clips from the making of the commercial shed more light on the language choices. Keres is not a written language, which made <a href=\"https:\/\/www.strattoncraig.com\/services\/translation\/\">translating<\/a> the song from English that bit more challenging, and Tagalog is a \u2018conceptual\u2019 vocabulary with no word-to-word equivalents.<br \/>\nCoca-Cola\u2019s intention here was to embrace diversity and remind everyone that life is beautiful, regardless of where you live or the language you speak. The ad has unfortunately sparked rows over the country\u2019s immigration policies and perceived racism, with arguments as to whether it\u2019s genuinely inclusive or divisive.<br \/>\nWe do the majority of our <a href=\"https:\/\/www.strattoncraig.com\/services\/copywriting\/\">copywriting<\/a> in English, as well as translation and transcreation to and from our mother tongue. Words of any language fascinate us and we found this ad genuinely interesting. From the clips showing the recordings of each song and the singers, it\u2019s clear that a lot of time went into accurately translating the lines and making sure that the syllable count matched up.<br \/>\nIf you want to speak the same language as your audience, <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\">ask us about your tone of voice<\/a> \u2013 and to communicate with even more people, ask about our <a href=\"https:\/\/www.strattoncraig.com\/services\/translation\/\">translation services.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Running a 30-second advert during the 2014 Super Bowl cost brands $4 million dollars (appx. \u00a32.45 million) per slot, and every second had an impact on the estimated 111.5 million viewers throughout North America. Coca-Cola\u2019s \u2018America Is Beautiful\u2019 clip started plenty of conversations on social media during the ad break for its clever use of [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,318],"tags":[],"class_list":["post-70349","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-translation-services-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola&#039;s Super Bowl ad is patriotic in any language - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/coca-cola-super-bowl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca-Cola&#039;s Super Bowl ad is patriotic in any language - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Running a 30-second advert during the 2014 Super Bowl cost brands $4 million dollars (appx. \u00a32.45 million) per slot, and every second had an impact on the estimated 111.5 million viewers throughout North America. 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