Ikea Ad Upsets Transgender Community

A Thai transgender group called it “a gross violation of human rights” in a letter to the Swedish retailer.

The 20-second commercial shown on YouTube and on Bangkok’s trains in December and January is entitled “Luem Aeb” (“Forget to Keep Hidden”).

In it, you hear the transgender woman’s voice get very deep when she sees a sale sign, and then you see the apparently clueless man’s reaction. Finally, the man runs away scared as the woman carries off some heavy furniture.

According to Reuters, A marketing official at Ikea Thailand said it had talked with the Thai Transgender Alliance in response to its Jan. 9 complaint. In the letter, the group says the ad is “negative and stereotypical,” adding:

“The MTF transgender/transwomen character is openly mocked as being ‘deceitful’ … The transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for ‘deceitful and deviant lifestyle.’”

Also, guy’s old enough to be her father.

“Ikea has spoken to the group over the telephone and the conversation went very smoothly. We are now drafting a letter in response,” the official said.

Last year, Ikea received worldwide flak for Photoshopping all the women out of its Saudi Arabian catalog.

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