Loves to cook: spends all day planning and prepping meals.
Loves the outdoors: basketball, football, running, hiking – tack on an “ing” and they’ll do it.
Studies Arabic: loves to read up on and analyze ancient manuscripts.

What faces pop up as you read those descriptors? What clothes?

In an insightful new ad, Coca-cola flips the switch on labels by inviting six strangers to get to know each other by taking part in iftar in a dark room. When the lights come on at the end, all six are shocked to discover that none of their companions were what they had expected to look like.

By shedding light on our tendency to perceive people based on appearances, the ad reminds us that superficial labels block us from getting to know the true person inside.

“This Ramadan, see without labels.” We couldn’t agree more.


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