From the series "major company embracing diversity" while showing some support to the LGBT community and widening perspectives to audiences, consumers and future consumers (even though, they'll lose some on the way...I've seen this happening and it's just ridiculous). The company taking the stance here is Coca Cola with this short film/commercial - not sure if some TV channel ever managed to show it because it's 8 minutes long - that presents two friends with a dilemma.
Better go back a little: a group of friends, in their pre-adolescent years, goes to the house of one of the guys from the group to play video game. The owner (A) and this other boy (B) are at the center of our focus. While they're "fighting" in the gaming universe, B keeps teasing A about his lack of decision in asking a girl out and things like that. Throughout their discussion and gaming, B's cellphone keeps receiving constant messages to which he doesn't even bother to look at. A moment of distraction from B and a moment of curiosity from A reveals what's was all about - not going without an attentive look to another member of the group who happened to keep texting some minutes earlier. Not gonna spoil the fun but careful readers already know what's at stake here and even the outcome (one thing is sure, it's hilarious yet it hits on the nerves).
"El SMS" is perfect for what it tries to accomplish. As a matter of creating conscience to all the topics they wanted to present (friendship, differences, or as they say "How far would go to protect a friend's secret?") and also in selling the product. For the conscience part, the movie surely creates a more colorful view of what being a gay teen is but a view that not only is necessary and hopeful but one that, if not truly real now, it might be in years to come to many realities all over the world. But I guess you can is already happening. In the brand sell department, Coca was far more wiser in using a vehicle such as that to present to audiences than many of their other product-placements used in countless films (specially the late 1980's when they owned Columbia Pictures, a time where that drink was mandatory in many of their hits "Blind Date" or miss "Leonard - Part 6"). But here in this short, they used it correctly, with interest, drama and energy. 5 minutes in and you wonder where's the product and what's its importance? Then it gets you in a truly effective way.
Not sure if the film was presented as a commercial and to what places was broadcast. All I know is that it was spoken in Portuguese (surprise!) despite being made in U.S. and written/directed by Dustin Lance Black ("Milk" script) - the one who really brought me to this. But it's still there on the internet for everyone to see and make their minds about it. I find it lovely, relevant, full of grace and with impressive acting by the kids Raphael Thomé, Pedro Loques and the uncredited third actor who holds a great importance in the story. This is like the cutest thing ever and I have to recognize that. 10/10
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