RELIGION

Coke's New Ad Wishes Muslims Ramadan Kareem

06/27/2014 01:53 pm ET

There's nothing in life quite like the feeling of being totally understood. Whether it's your academic interests, your career choices, the way you dress, or your romantic decisions, having your authentic self accepted and validated is a true blessing.

This Ramadan, Coca-Cola released a video called, "Open up, It's Ramadan! (A Change Of Heart)" which captures a young photographer's feeling of dread as his parents toast to his future engineering career-- but that's not the whole story.

The heartwarming spot explains, "There's no better time than now to embrace new people in your life. Start a conversation, share a smile, make a friend for life. Ramadan Kareem!"

Coke 's ad also indicates the fact that the holy month of Ramadan is also a time of huge consumption. London's "Ramadan Rush" refers to the influx of wealthy shoppers from the Middle East who come to spend before they fast. Nonetheless, the season is supposed to be a time of spiritual reflection, charity, and familial closeness, even if the "Harrod's Hajj" doesn't reflect that.

Here's hoping for a wonderfully accepting Ramadan for all this year.

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