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| Shining a light on discrimination. | |
| by Jason Stone | |
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Starbucks India has bravely decided to allow YouTube comments to be added beneath this video, and the toxicity of many of them demonstrate how important it is for brands to support trans rights. The most intolerant and offensive bigots in our society have been given a green light by high profile hysteria from an array of commentators who are, at the very least, unconcerned by the possibility that their words are contributing to discrimination against transgender people. In this commercial, Siya - herself a trans woman - plays a role which must have resonated with her, as she arrives at the advertised coffee shop for a meeting with her estranged father, who has been unable to accept her transition. Supported by her mother, her character tries, apparently in vain, to connect with her dad, only to discover that he is making an effort after all. It is very moving. The conceit has, to some extent, been borrowed from a UK advert for Starbucks which suggested to those reconsidering their identity that they could test out their new name in the advertised coffee shops. Sadly, love and understanding for the trans community has gone backwards since the release of the UK ad, and, after the recent capitulation of Anheuser-Busch because of a backlash to their lightweight effort at looking progressive, it's more important than ever that those on the correct side of this issue make their voices heard.
Product Category: Coffee Shops
Territory: India
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Director: Gaurav Gupta
Starring: Siya | |
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Starbucks - 'It Starts with a Name'
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| Starbucks
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| 'It Starts with a Name' |
| 17 May 2023
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2 mins 04s |
|
Shining a light on discrimination. |
|
Starbucks India has bravely decided to allow YouTube comments to be added beneath this video, and the toxicity of many of them demonstrate how important it is for brands to support trans rights. The most intolerant and offensive bigots in our society have been given a green light by high profile hysteria from an array of commentators who are, at the very least, unconcerned by the possibility that their words are contributing to discrimination against transgender people. In this commercial, Siya - herself a trans woman - plays a role which must have resonated with her, as she arrives at the advertised coffee shop for a meeting with her estranged father, who has been unable to accept her transition. Supported by her mother, her character tries, apparently in vain, to connect with her dad, only to discover that he is making an effort after all. It is very moving. The conceit has, to some extent, been borrowed from a UK advert for Starbucks which suggested to those reconsidering their identity that they could test out their new name in the advertised coffee shops. Sadly, love and understanding for the trans community has gone backwards since the release of the UK ad, and, after the recent capitulation of Anheuser-Busch because of a backlash to their lightweight effort at looking progressive, it's more important than ever that those on the correct side of this issue make their voices heard.
Product Category: Coffee Shops
Territory: India
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Director: Gaurav Gupta
Starring: Siya | |
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| Starbucks
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17 May 2023 |
| 'It Starts with a Name'
|
|
2 mins 04s |
|
Shining a light on discrimination. |
by Jason Stone |
|
Starbucks India has bravely decided to allow YouTube comments to be added beneath this video, and the toxicity of many of them demonstrate how important it is for brands to support trans rights. The most intolerant and offensive bigots in our society have been given a green light by high profile hysteria from an array of commentators who are, at the very least, unconcerned by the possibility that their words are contributing to discrimination against transgender people. In this commercial, Siya - herself a trans woman - plays a role which must have resonated with her, as she arrives at the advertised coffee shop for a meeting with her estranged father, who has been unable to accept her transition. Supported by her mother, her character tries, apparently in vain, to connect with her dad, only to discover that he is making an effort after all. It is very moving. The conceit has, to some extent, been borrowed from a UK advert for Starbucks which suggested to those reconsidering their identity that they could test out their new name in the advertised coffee shops. Sadly, love and understanding for the trans community has gone backwards since the release of the UK ad, and, after the recent capitulation of Anheuser-Busch because of a backlash to their lightweight effort at looking progressive, it's more important than ever that those on the correct side of this issue make their voices heard.
Product Category: Coffee Shops
Territory: India
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Director: Gaurav Gupta
Starring: Siya | |
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