Middle Eastern Coca-Cola Ad Tackles Labelling on Tattooed People

Xavier in Stories

Titled “Remove Labels This Ramadan,” this Coca-Cola ad aims to break down labels for the holiday and..

Instead focus on actual connections with people based on their personalities rather than their appearance. They included a heavily tattooed man, Coca-Cola writes in the caption:

“It takes just seven seconds to build a prejudice based on someone's appearance. This Ramadan, Coke invited six strangers to an Iftar* in the dark. See what they discovered and how it changed the way they see the world.” (*The meal eaten by Muslims after sunset during Ramadan.)

With the help of infrared cameras, the men carry on talking about themselves, finding more about the person talking and focusing on what they're like since what they look like isn't part of the equation here.

“I read a lot of books; I read cognitive psychology behavioural science.”
“I read a lot of books; I read cognitive psychology behavioural science.”
”You [probably] look nerdy. You think you're cool [but] you're still a nerd.”
”You [probably] look nerdy. You think you're cool [but] you're still a nerd.”

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The men laughed around, taking wild guesses of what each probably looked like.

A slight shock was on everybody's faces when they turned on the lights.
A slight shock was on everybody's faces when they turned on the lights.
And this is where thing get interesting.
And this is where thing get interesting.
This guy is pretty honest about it.
This guy is pretty honest about it.
The lesson here?
The lesson here?
Exactly. It's a real eye-opener. Watch it.
Exactly. It's a real eye-opener. Watch it.

Xavier

@Xavier

When she's not writing for Tattoodo, Xavier likes experimenting with art and organizing local music shows. We're kidding, she's probably asleep. Follow her on Instagram @claudia_strife

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