Academy Award Winner Dustin Lance Black has team up with Coca-Cola for this beautiful short film that dives deep into choices that young boys have to make around bullying, relationships and acceptance.
As one of several short films written by Black for Coca-Cola’s Latin American ad campaign, “The Text” empasizes empathy over bullying and is specifically aimed at lesbian, gay, bisexual and transgender (LGBT) youth.
The short depicts a young teen learning a close friend of his is in a romantic relationship with another teenage boy.
“Are you going to go the way of kindness, or are you going to go for the easy joke when someone’s having a tough time?” said Black in this recent interview with Ad Week. “If you do something with acceptance and kindness, you can create a true friendship.”
Coca-Cola isn’t a new ally to the LGBT community – last year their SuperBowl ad featured two gay dads, and several months ago they placed ads around Amsterdam depicting LGBT families that read, “We choose happiness over tradition.”
Ads like these are very powerful tools and help to break down the stigma that LGBTQ youth face around the world every day as they are coming to terms with their own sexualities and coming out to their friends, family, and peers. Companies like Coca-Cola have large international brand recognition – so when they present television ads such as these, they truly have the power to change hearts, minds, and even cultures. We can only hope other corporations will follow Coca-Cola’s lead.