As DEI efforts face increasing backlash, Coca-Cola launched 'Westside’s Finest' to tell a different kind of African American story—one rooted in pride, community, and generational legacy. Set in Inglewood, California, and directed by hometown native Kenya Barris, the campaign pays homage to the visual styles of Spike Lee and Hype Williams while featuring half a century of Coca-Cola products woven into Black culture. Picked up by BET, the story centers on a multigenerational, family-owned business, celebrating the everyday richness and resilience of Black identity.