I'm late on this news, but Coca-Cola has been running a campaign that promotes true friendship. Ads are marketed in Latin America, and focus primarily on teens stepping up for each other in the most serious of moments. The creators of the campaign are PJ Pereira and Andrew O'Dell of the award-winning ad agency Pereira & O'Dell
Here's more about the film above:
The campaign, by Pereira & O’Dell, focuses on various different scenarios which question what makes a true friend (#VerdaderoAmigo). In this eight-minute film, a group of teen boys joke and tease each other in the usual high school way about girls, video games and such-like. Two of the boys are especially close buddies, but Rafael is hiding something from his friend Diego– he’s gay. When he leaves his phone unattended, Diego reads a text that surprises him. His decision to cover for his friend, and accept him for who he is, is what cements this true friendship. And, as Rafael points out, gay guys know all the pretty girls.This short-film is refreshing on so many levels! Kudos to Pereira &O'Dell, and Oscar-winning screenwriter, Dustin Lance Black, for teaming up to bring such a positive short film to life. I hope to see more this sort of marketing over here in America, especially marketed towards young African Americans.