During last night's 2014 Super Bowl between the Seattle Seahawks and the Denver Broncos, Coca-Cola aired a 60-second commercial titled "It's Beautiful," a portion of which briefly highlighted two men that appeared to be gay fathers.

The move comes on the heels of Coca-Cola facing backlash for the company's sponsorship of the 2014 Sochi Winter Olympics in wake of Russia's crackdown on members of the lesbian, gay, bisexual and transgender (LGBT) community. The company also recently landed in hot water when a new social media campaign related to the Olympics allegedly prevented users from typing the word "gay" on a customizable Coke can, but allowed the use of the word "straight."

In wake of the backlash surrounding Coca-Cola's involvement in these previous two events, prominent queer people took to social media to express their opinions about the company's inclusion of the two gay fathers in the Super Bowl commercial.

Now, @CocaCola? Put a pair of Russian gay dads in an ad that you run in Russia—during the Olympics. #CheersToSochi — Dan Savage (@fakedansavage) February 3, 2014

If @CocaCola thinks including gay family in Super Bowl ad excuses sponsoring #Sochi they’ve been drinkin' too much cola #CheersToSochi — Michelangelo Signorile (@MSignorile) February 3, 2014

People will be happy with the gay inclusion in the Coca-Cola ad. Too bad you'll miss it if you blink. — Chris Johnson (@chrisjohnson82) February 3, 2014

I was snarky about the Coca-Cola ad, but now that I see the hateful reaction, I commend them for boldness of airing it during the SuperBowl. — Chris Johnson (@chrisjohnson82) February 3, 2014

This isn't the first time a company has tried to brand themselves as supportive of queer people following outrage from the LGBT community. Last September, Barilla pasta became subject to a widespread boycott after the company's chairman claimed they wouldn't feature gay families in their advertising and critics could "eat another brand of pasta." The LGBT community's response lead Barilla to announce a "Diversity and Inclusion" campaign last November and it begin participating in the Human Rights Campaign's Corporate Equality Index.