Coca-Cola’s 2017 advert titled as ‘Change has a taste’, portraying a Saudi father-daughter duo, found itself stuck in the web of online controversies. This upbeat ad was released on the 2nd of November, 2017, a few weeks after the Muslim kingdom of Saudi Arabia rejoiced their King’s verdict of overturning the ban on women being allowed to drive.
This one-minute long play starts with a father proudly handing his car keys over to his daughter. She is shown to be having a tough time getting used to driving, which is when her dad produces a bottle of coca-cola. Now, this enlivens her spirits and she kicks off confidently.
The very moment this clip hit the internet, one media after the other took up to slam it – something worth for the critics to munch on for a while.
Some people lashed out at the company, finding them too incognitant to have used women’s rights for their commercial gain.
It’s that stupid Coke ad with a Saudi woman driving a car, the idea is that Coca-Cola is “part of change” but it’s just BS to sell products.
— Amina Awartani (@AminaAwartani) November 7, 2017
People also found it “as bad as”the #Pepsi ad, starring Kendall Jenner.
https://www.youtube.com/watch?v=73P9STckPLw
Well, not everyone seemed gruesome, unlike others, some did feel the ad was indeed brilliant – “Step away from misogyny”a user quoted.
I think CO is trying to capitalize, thus promote the positive, alleged new changes, in Saudi Arabia. I fail to see the outrage. At least dad didn’t beat her face in with the coke bottle after spilling a couple drops.
— Dennis Brletich (@BrletichDennis) November 8, 2017
@JaneCaro If media was really serious about raising awareness of Saudi Arabia horrific human rights violations against women you wouldnt waste time complaing about a Coke ad, which is a false flag #HumanRights #SaudiArabia #JaneCaro
— N C (@sunshinebeach25) November 10, 2017
On an exculpatory note, Omar Bennis, who is the public affairs director of Coco-cola, Middle East, makes clear that the ad was a part of celebrating women empowerment which would be aired in Saudi and not in the U.S.