Watch: Starbucks Supports Trans Community with New Ad in UK
Get your hankie ready, because you'll need it when you see this Starbucks ad.
In a time when rising - and, all too often, deadly - violence aimed at the LGBTQ community singles out trans people, in particular, the coffee giant has bravely staked out a position that will infuriate anti-trans groups and set off homophobic organizations - but also melt the hearts of trans people and their supporters.
The ad shows a trans teenager dealing with the daily disappointment of being called "Jemma." The teen, who presents as male, is seen examining his reflection in a mirror after everyone from a delivery man to his medical provider to a telemarketer refers to him by the wrong name. At one point even his own father introduces him to a friend with the words, "You remember my Jemma."
But when he ventures into a Starbucks and is asked what name goes with his order, the teen specifies his name as "James."
The drink order is unhesitatingly served up - and the young man called by his proper name.
The moving ad has already snagged an award in Britain - the Diversity in Advertising Award, which is presented by the UK's Channel 4 - and is now on British airwaves, having premiered on television there on Sunday, Feb. 2, according to advertising news source Campaign.
Campaign notes that:
...the ad is about the life-changing moment when transgender and gender-diverse people use their new name in public. It also captures occurrences of deadnaming — when someone, intentionally or not, refers to a transgender person by the name they used before they transitioned.
The spot is a natural fit for Starbucks because noted Campaign:
The work was inspired by the real-life stories of some transgender YouTubers in the US who have talked about trying out their new names in Starbucks because it is seen as a safe space, away from the potential judgment of family and friends.
The spot is part of a larger campaign, noted Marketing Dive:
Starbucks is also teaming up with non-profit Mermaids, which supports transgender youth. The coffee chain will sell mermaid cookies in stores across the U.K., donating a portion of profits to the non-profit.
Watch the ad below.