The Broad is Back!

February 5, 2014

You Mean That’s It?

Since Monday morning, I’ve been hearing about “that Coca-Cola commercial”.  People were offended. People were offended that people were offended. People thought “America the Beautiful” was the national anthem. That one flummoxed me. People getting offended seems to be the American way now. But getting the national anthem wrong? That takes a special kind of talent (especially if you’re complaining about Coke misusing it!)


I tell ya, Coke got its money’s worth.  They wanted to draw attention to their brand? Mission accomplished.


I have seen so much back and forth that I finally watched it today. It’s a minute of pretty pictures of ethnically diverse pretty people in pretty places in the United States. The hymn, yes, hymn “America the Beautiful” is sung, often by children, in eight different languages. For a few seconds, there’s a gay couple with what is most likely their daughter, though it could be a niece.  Shots of Coca-Cola are laced throughout.  That’s it.


It’s a commercial. It’s selling something. It’s selling something that’s not particularly good for humans to consume: high fructose corn syrup, caffeine, caramel color and a lot of empty calories.  But this is America, so selling stuff is okay. That’s not “offensive”.  Selling an idea that America might be a mix of peoples, that people might sing in their mother tongue, even a song about America? That’s “offensive”.


Of course, the “factoids” have been hitting social media, as well.  The hymn was written by the now famous (thank you, Coca-Cola) English professor Katharine Lee Bates, who lived in a “romantic friendship” with Katharine Coman for 25 years. I hesitate to use the word lesbian because Bates didn’t. But it was definitely romantic as Bates’s published poems illustrate. You can find snippets here.


Then there are the words to the song itself.  That the song is a prayer for America to be refined into a perfect place is being mentioned.  My favorite verse is this:

O beautiful for heroes proved
In liberating strife.
Who more than self their country loved
And mercy more than life!
America! America!
May God thy gold refine
Till all success be nobleness
And every gain divine!

Those are my italics. I don’t think God cares what language (or style) we pray in. Mercy is important; success is nobleness and we’re hoping that we’re growing more and more godly. Hate and intolerance are not godly values. Nor are they noble.


I have to admit, this has always been my favorite of the national songs I learned as a child.  I like the values it espouses of self-improvement, national improvement, and striving for brotherhood: “And crown thy good with brotherhood”.  Love that line.  Some people are realizing how “Liberal” the song actually is.  Instead, I like to think of it as Transcendental, even Puritan in its lyrics.  Of course the adjective Puritan is double-edged. Yes, they pursued liberty, justice, literacy, equality, but from a very narrow, very specific Christian outlook. The irony of my word choice does not escape me.


But what’s really bothering me the most about this brouhaha is that this is yet another weapon of mass distraction. There are very bad things happening in America every day (I won’t give a list–every one has his or her own priorities). If someone thinks a Coke ad in multiple languages is the worst problem we have here in America, he or she clearly isn’t paying attention.


I do realize that some people feel that the commercial is a symbol of bigger things gone wrong: of the “gay agenda,” of a “Muslim agenda”. I don’t think asking for acceptance is an agenda, but then that’s me.  Isn’t America about freedom and having the right to live as one likes, as long as it’s not hurting someone else?   How is a married gay couple hurting anyone? There are some people who, for religious reasons, see homosexuality as a sin. That’s fine with me. Don’t practice homosexual acts.  Your religious freedom to believe that can not be forced upon other people, though.  Homosexuality is not a “lifestyle” or a “choice”. It’s like being left handed. Once upon a time, being left handed was considered a sign of evil, so people were forced to use their right hand. Made a lot of people a little nuts.  We don’t do things like that any more. And a “gay agenda” to “turn people gay”? That’s not a thing. Really, it’s not.  There seems to be a “straight agenda” to “turn people straight,” but the gays know how well that works. Why should they turn around and do the same?


As for religions, why shouldn’t we accept Muslims? Roman Catholics and Jews were once systematically marginalized and made second class citizens. Some think they still should be.  People actually thought the Catholics would rise up and kill all the Protestants some day.  (My godmother’s mother-in-law was sure of this back in 1939–when my Catholic godmother married into the family.)  Obviously, that hasn’t happened.  And won’t.  Some believe the Jews control a) the government, b) the media, c) Hollywood and/or d) banking.  Um, I don’t think so. Yet I’m sure someone will post and show me how they do.


The irony that I am writing about a commercial when I said there are better things to write about doesn’t escape me.  But one of the main goals of commercials is to generate buzz. As I said, mission accomplished.



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