Coca-Cola debuted a commercial during Super Bowl 2013 featuring Arabs riding on camels in the desert, Arab American groups were far from pleased. This representation is largely outdated, much like Hollywood’s common portrayal of Native Americans as people in loincloths and war paint running through the plains. Obviously, camels and the desert can both be found in the Middle East, but this portrayal of Arabs has become so fixed in the public consciousness that it’s stereotypical. In the Coca-Cola commercial, in particular, Arabs appear behind the times as they compete with Vegas showgirls, cowboys and others with more convenient forms of transportation to reach a giant bottle of Coke in the desert.

Why is it that Arabs are always shown as either oil-rich sheiks, terrorists, or belly dancers?

“The Coke commercial for the Super Bowl is racist, portraying Arabs as backward and foolish Camel Jockeys, and they have no chance to win in the world,” Imam Ali Siddiqui, president of the Muslim Institute for Interfaith Studies, conveyed.

The sad fact here is that Coca-Cola claimed it to be a “cinematic” approach with the ad, employing the characters as a nod to movies of the past.

Coca-Cola is an inclusive brand enjoyed by all demographics and therefore, they must illustrate the core values, from fun and refreshment to happiness, inspiration, and optimism across all of their marketing communications.

The Middle East and North Africa being such a big market of Coca-Cola pushes me to ask that if Coke’s vision is to be an arm’s distance away from every customer, why would they want to offend the Arab world?

In my view, Coke should understand and respect their consumers and have a better understanding of the market they are sharing. Rather than just following the stereotypes that the movies follow, a brand as “inclusive” as Coca-Cola must set individual standards.