Coke tries transgender reference in Super Bowl 2018 commercial

This photo provided by Coca-Cola shows a scene from the company's Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers.
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This photo provided by Coca-Cola shows a scene from the company's Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers.

The reference is easily missed, but one of Coke's new Super Bowl 2018 commercials briefly highlights a person who doesn't identify with traditional gender definitions.

The ad, which is scheduled to air during the Super Bowl's fourth quarter, refers to the person as "them."

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It may be the first time Coke knowingly referred to a person in a major commercial with that pronoun. A spokeswoman didn't immediately know of another, but she's checking.

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