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The Coca-Cola Kid

Name: The Coca-Cola Kid
Director: Dušan Makavejev
Released: 1985
Duration: 98 min

Representation Score

5.4/10

Fair

1985

Director

Dušan Makavejev

Runtime

98 minutes

Average Rating

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New Showbiz Analysis

The film primarily serves as a critique of the expansion of global capitalism rather than a study of identity-based diversity. Its narrative strength lies in deconstructing capitalist structures and highlighting the tension between global interests and local autonomy. While the film lacks explicit markers for LGBTQ+ or racial representation in its core plot, it uses its setting to explore themes of cultural dominance. The struggle between the Coca-Cola subsidiary and the independent valley producer highlights the encroachment of Western commercialism. Ultimately, the work leans into cultural subversion. It replaces traditional corporate morality with an eccentric, perhaps anarchic, worldview that challenges the inevitability of market dominance.

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Category Breakdown

Does The Coca-Cola Kid have LGBTQ+ representation?

Fair

The story focuses on a romance between the main character and his secretary, which aligns with the assumption that everyone is straight. There are no explicit LGBTQ+ characters or critiques of the idea that everyone is straight.

How does The Coca-Cola Kid portray gender?

Fair

The relationship between the marketing expert and his secretary hints at a potential challenge to corporate hierarchies. The secretary's mysterious connections suggest she plays a significant role in driving the story, rather than being a passive subordinate.

How racially and ethnically diverse is The Coca-Cola Kid?

Limited

The conflict between a global corporation and a local producer serves as a backdrop for discussing cultural dominance. However, the specific racial makeup of the cast is not mentioned.

How does The Coca-Cola Kid represent religion and culture?

Excellent

The film strongly criticizes global capitalism and market penetration. It contrasts a large multinational company with a self-sufficient local economy, challenging the dominance of Western commercialism.

Does The Coca-Cola Kid include disability representation?

Minimal

The narrative does not provide any information about characters with visible or invisible disabilities.

Present on Screen

Strong anti-capitalist themes that critique the expansion of global corporations into localized, independent economies.
Potential challenge to gendered power dynamics through a female character with significant influence and connections.
Intellectual depth provided by a director known for challenging systemic structures and institutional norms.

Limited or Absent

Lack of explicit representation regarding LGBTQ+ identities or non-traditional sexualities within the primary plot.
Absence of specific details regarding the racial and ethnic diversity of the cast and setting.
No visible or narrative focus on disability representation.

Official Synopsis

An eccentric marketing guru visits a Coca-Cola subsidiary in Australia to try and increase market penetration. He finds zero penetration in a valley owned by an old man who makes his own soft drinks, and visits the valley to see why. After "the Kid's" persistence is tested he's given a tour of the man's plant, and they begin talking of a joint venture. Things get more complicated when the Coca-Cola man begins falling in love with his temporary secretary, who seems to have connections to the valley.

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