The gigantic chain of coffee shops Starbucks launched last weekend, in the United Kingdom, the advertisement “#whatsyourname” (“#qualéseunome”, in free translation into Portuguese), in which a trans boy feels comfortable saying his social name for the first time asking for a drink in one of the stores.
Aired on the British channel Channel 4, the commercial shows the boy, called James, in visible discomfort at being called “Jemma”. However, when buying a coffee at Starbucks, he says his name is James and has his name written on the cup by the barista.
In addition to winning Channel 4's Diversity in Advertising award, worth 1 million pounds (approximately R$5,5 million), Starbucks announced that it will raise at least 100 thousand pounds (approximately R$551,54 million) by selling blue cookies in the shape of a mermaid, the same figure that serves as the chain's logo, donating 50 cents from each unit sold. The initiative is the result of a partnership with the NGO Mermaids, which serves trans children.
Watch the commercial below:
