Advertisements can really hit us in the feels sometimes. That much is true for a new ad out of the UK. It's an ad for Starbucks that follows a trans boy as he starts going by his new name for the very first time. In the short ad, which is only about one minute, 29 seconds long, we see a small part of the emotional journey that trans people embark on to live their authentic lives. Watching it unfold in this ad is really touching, if not totally tear-jerking.
The ad will air on television in the UK and online. It’s part of a partnership with the UK transgender youth organization called Mermaids. The coffee chain will also sell limited-edition mermaid cookies to raise up to £100,000, or $130,000, for the group. It's amazing to see a huge company like Starbucks partnering with an organization that helps improve the lives of trans youth, as well as giving some air time to such an important issue.
In the emotional ad, we see a young trans boy going about his life. He looks sad and withdrawn. At first, we aren't sure exactly what's going on, but it's soon made clear.
In the ad, which is part of the “What’s your name?” campaign for Starbucks, this boy's name takes center focus. He keeps getting called "Jemma" over and over throughout the ad. He doesn't correct anyone, just looks more and more withdrawn each time it is used.
He gets called the name at the doctor’s office, and on his student ID card, and even by his father, who introduces him as "my Jemma." The boy smiles sweetly, but he clearly looks unsettled.
Finally, he goes to order a drink at Starbucks. When the barista asks what his name is, there's a pause. Then he responds, "It's James." The employee writes "James" on the cup, and for the first time in the video, we see the teen look genuinely happy.
It's definitely an emotional ad, especially when considering just how it must feel for a trans person to embrace their true identity for the first time and finally be called by their "true" name. Those of us who don't have the struggle of being born into a body or identity that doesn't make sense to us can never understand it completely, but transgender people often talk about what a weighty experience it is to transition. Starbucks really did a beautiful job putting this experience into an advertisement that many people may be able to more easily digest.
What's even more beautiful is that it definitely struck a chord with trans people in particular for that very reason. When the ad was shared on Twitter, many trans individuals began sharing their own stories. Some of those stories involved using their new name for the very first time at Starbucks.
Other people wanted to learn more about the organization Starbucks had partnered with. Some wanted to know when the cookies would be available for sale so they could contribute that way. Either way, it seems like this ad is doing a lot to get people interested in supporting a very important cause.
It's wonderful that ads like this are hitting screens in the UK. It will be interesting to see if US chains start to get involved with similar organizations. It would be great to see, because it seems like it's mutually beneficial. The public seems on board with helping where they can. Sometimes, they just need a push from advertisers!
Either way, it's wonderful to see Starbucks in the UK taking up this cause, and it's definitely gotten an emotional response so far. The ad has been viewed 3.8 million times on Twitter alone. Tons of people have been retweeting it, with mostly positive messages about the partnership.
While there is still so much more to be done to alleviate the social burdens for trans people, especially trans youths — who have shockingly high suicide rates — this ad seems to be hitting the mark. Good for Starbucks for making this creative choice that, of course, might ruffle a few feathers, but is certainly for the greater good.
Here's to more big businesses getting involved with quality causes and helping out when they can.
