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Don’t Let Coca-Cola’s Egyptian Bromance Ad Send You the Wrong Message

How does the Coca-Cola company introduce screw bottle caps (it’s a post-can tab world, and we’re just living in it) to Egyptian consumers? With a little man-on-man handholding, that’s how.

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By: JD
On: Aug 26, 2010
Tagged: Advertising, coca-cola, Coke, Egypt

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7 Comments

No. 1 · hephaestion
What is the Egyptian response to this ad? Do they interpret it the same way Americans do?

Aug 26, 2010 at 4:15 pm · @Reply · Flag
No. 2 · Mike
Probably not. It’s quite common in Egypt for straight males to hold hands with each other walking down the street. No-one bats an eye!

Aug 26, 2010 at 4:52 pm · @Reply · Flag
No. 3 · Kevin
Not just Egypt. Pretty much the whole of the Middle East looks at same-sex hand-holding as non-indicative of any sexual behavior. On the other hand, many Middle Eastern countries are tacitly okay with occasional same-sex interludes if it’s discrete and follows certain norms.

Aug 26, 2010 at 7:54 pm · @Reply · Flag
No. 4 · That Bitch Téa Delgado
Yes, Middle Eastern men are totally ok with holding hands (I saw a lot of it in Turkey)…but are they also into Julia Roberts’ movies?

Aug 26, 2010 at 9:41 pm · @Reply · Flag
No. 5 · Kieran · Member · 663 comments
This obviously homoerotic commercial could NEVER be shown on prime-time American TV, but they’re showing it in Muslim Egypt? Seriously? What was that again about how “they hate us for our freedom blah blah blah”?

Aug 26, 2010 at 11:47 pm · @Reply · Flag
No. 6 · Hilarious
I watched the commercial twice and I seriously don’t get it.

Worse than a car commercial.

Aug 27, 2010 at 1:23 am · @Reply · Flag
No. 7 · fredo777 · Member · 3010 comments
Dude in the yellow is gorgeous.

Aug 28, 2010 at 7:11 pm · @Reply · Flag