Starbucks’ Sweet Ad Depicts The First Time Trans Man Gets Called By His New Name
Screenshot via Starbucks UK
Starbucks UK has unveiled an emotional advert showcasing the journey of a transgender man, who uses his new name for the first time at a Starbucks outlet.
The commercial titledEvery name’s a story won Channel 4’s Diversity in Advertising competition in 2019, offering the spot £1m (US$1.3m) worth of airtime.
The advert begins with a trans man going about his day with a hint of dejection washed over his face as he gets called by his dead name (read: one’s birth name) by others, and even by his dad.
He then visits a Starbucks branch and gets asked for his name, which he reveals as James. He finally gets addressed the way he hopes to when the barista calls his name. This elicits a smile from James, who goes forward to pick up his drink.
Starbucks’ latest campaign, #WhatsYourName, welcomes trans and non-binary people to proudly use their new names in its outlets.
“At Starbucks, writing your name on a cup and calling it out is a symbol of our warm welcome. Starbucks welcomes you, whoever you are,” Starbucks UK’s Twitter post read.
Internet users who resonated with the commercial shared their own experiences at various Starbucks locations. One wrote, “Starbucks was the first place I started trying my new name out.”
At Starbucks, writing your name on a cup and calling it out is a symbol of our warm welcome. Starbucks welcomes you, whoever you are. #whatsyourname Find out more at https://t.co/6BrvpLfKZbpic.twitter.com/w1ge3ZKu0C
— Starbucks UK (@StarbucksUK) February 2, 2020
Starbucks was the first place I started trying my new name out.
— My Camical Romance 💜💜💜 (@acamsammich) February 3, 2020
Thank you for this, and thank you for taking such good care of your trans employees as well. Would love to see this campaign in the US. 💜💜💜 Cam
I changed my name in 2018 and it's still nice to see it on my cup pic.twitter.com/Bhwhl74X68
— Josie ⨂ Kendamu (@JosieKendamu) February 3, 2020
This is lovely. Thank you for supporting trans kids.
— Amanda Jetté Knox (@MavenOfMayhem) February 3, 2020
As someone who is trans, I can not express how much this means to me. It may seem like a small thing, but to a trans person it means everything. Thank you Starbucks.
— Daniel (@Daniel83522138) February 2, 2020
the first time i heard my name called out gave me that same little grin. 💜 thank you. #proudtobeapartner
— Mercantoria (@Mercantoria) February 2, 2020
Every time I go to Starbucks and hear them call my name it makes me so happy! Plus all the baristas are always so kind and amazing!
— Casper (@ghostlygayyy) February 2, 2020
[via Marketing Dive, images via Starbucks UK]
