by Douglas Messerli
Nicolas Jack Davies It’s James / 2020 [1.05 minutes]
[commercial advertisement]
In 2020 the British branch of Starbucks made one of the most
important transgender ads.
In the first several scenes of this
well-made, very short commercial ad, the young transgender man is delivered a
package addressed to his female given name, Gemma Miller. Soon after, visiting
a doctor’s office, he’s called up by the attending physician as Gemma yet
again. And, even worse, meeting up with his father in a bar, the elder
introduces his son, saying “You remember Gemma.”
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The award-winning commercial finally shows
the young man visiting Starbucks, who ask for the name which they write upon
the coffee container, and for the first time “Gemma” gets the opportunity to
express his real identity: “It’s James,” a smile suddenly being expressed
across the young man’s face.
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Created with the Iris agency, the spokesman
noted: “We believe brands should be brave, progressive and challenge the status
quo, which is why we’re so passionate about this campaign and the impact it’s
going to have,” said Amy Bryson, managing partner at Iris. “We spent time with
people from the trans community who have experienced ‘dead-naming’ to make sure
our work truly reflects their experiences. We hope the campaign will raise
awareness about the importance of identity and acceptance in a time when hate
crimes are on the rise.”
Los Angeles, July 17, 2024
Reprinted from My Queer Cinema blog (July 2024).
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