Cracking Open a Cold (Coke) with Cameron Irmiter
by Savannah Graziano
For some, Sunday, Feb. 4 was a day of football. For others, it was a simply a normal day. But, for Cameron Irmiter, Adv. 905, it was the debut of their new commercial for the international beverage company, Coca-Cola. The commercial focused on inclusivity and included the line “There’s a Coke for he and she, and her and me and them” with Irmiter featured as the commercial said, “and them.” While this may seem largely inconsequential, Irmiter, a proud gender-fluid model who has accomplished much in their career, talks about how much the advertisement meant to members of the non-binary community. The reactions of the public, read by Irmiter on the YouTube upload of the commercial, were largely positive and expressed how incredible that was. “It felt so good to be the person who got to be the they/them in the commercial,” Irmiter exclaimed. “Seeing all these positive comments and people overjoyed at seeing themselves represented was a great experience.”
Irmiter, a long time model and current Northside junior, was given the opportunity to appear in the advertisement through an Instagram direct message from the director who spoke of the opportunity, but never solidified the offer. Having gotten offers like this without follow through before, Irmiter was understandably skeptical in their reply, telling the director to contact their agent. When asked about their initial nonchalant attitude, Irmiter further explained their surprised attitude when their agent contacted them about the opportunity. After that, it was a fairly simple process to appear in the advertisement--excluding the actual filming, which was a four-day affair at a site in Mexico.
While Irmiter’s screentime, about 3 seconds, may have been a blur to those who saw the commercial when it aired, Irmiter makes it clear that a lot of work went into the advertisement.
Irmiter recalls their time spent filming and talks about the jacket that they wore on the first day. “I was wearing what I call my queer jacket. It’s translucent with a rainbow collar, and the person in charge of costumes just pointed at it and said that I had to wear it for the commercial so that’s what we did. It was really cool for them to appreciate the clothes I feel most comfortable in and say ‘yes, that’s what we want.’” Irmiter described their personal style as androgynous, partly male and partly female in appearance, and appreciates the respect given to them as a model. “I am able to represent an underrepresented community in mainstream media. I am recognized for that and given jobs where I can be androgynous and represent myself.”
Upon seeing the commercial during the Super Bowl, Irmiter described their amazed reaction. “It was really weird to see,” they noted. “I heard the proper pronoun, and felt great about representing the community.” This is important to Irmiter who wants to be an activist representing the non-binary community, with this advertisement only grazing the top of their talent and potential.
Throughout their career, Irmiter has felt welcomed, rather than persecuted, for their identity. While conceding that modeling “is a very tough thing because of beauty standards and can be a toxic industry with body image,” Irmiter made sure to point out that “people in the industry accept gender, but there are those who don’t.” For Irmiter, everyone has been unexpectedly friendly and they are glad for every opportunity that they have been given and earned.
Irmiter currently is a model with the agency Ford Models and recounts fondly the story of how they were recruited. “I was at a Beyonce concert,” they stated, “and a man bumped into me and said that I looked like I could be a model. He gave me his business card. At first I didn’t think anything of it, but here I am.” Now, they have appeared in multiple magazines, two fashion shows, and an international, prime-time Coca-Cola advertisement. With this glowing resume, it is unsurprising that many people look up to them. Ford Models lists Irmiter as someone who “finds it important to lead by example, loving their body and identity no matter what others may say or think to pave the way for those who are less comfortable in their skin.”
The Super Bowl is meant for football, joy, and creative advertisements, and for the first time, Northside has been represented in all of the chaos. Irmiter is the lucky student appearing in Coca-Cola’s “The Wonder of Us” commercial, which focused on diversity and inclusivity. While this is only a small portion of their resume, Irmiter has made a mark on both the Northside community and people all around the world.