Absolut releases trans storyline ad

Pernod Ricard-owned Absolut vodka has released an ad with a transgender storyline as part of its #AbsolutNights campaign.

Absolut has released an ad with a transgender storyline as part of its #AbsolutNights campaign

The commercial, one of four for the initiative, is set at a music festival and carries the tagline “When was the last time you were true to yourself? Sometimes being open to new possibilities is all it takes.”

In the advert, a man at the event spots a friend, Dave. “Only it wasn’t the Dave I remembered. He told me his name was Darla now,” the voiceover says.

The pair listen to music, drink Absolut Sea Breezes, dance, go backstage at one of the shows, and take pictures in a photo booth.

Later in the ad, they discuss how Dave became Darla. “We walked, and she told me she always felt this way,” the voiceover continues. “I just listened, and somehow I understood.”

The ad has garnered mixed responses. “The ad’s not perfect, but it’s one of the few from a major company that even acknowledges trans existence, and is thus a step in the right direction, even if it is just to hawk booze,” writes Unicorn Booty editor-in-chief, Daniel Villarreal.

While Gay News Network describes Absolut’s approach as “hamfisted”, the publication notes that “advocates are still applauding the alcohol giant for including a trans character on screen”.

The #AbsolutNights campaign is not the first time Absolut has aligned itself with the LGBT+ community. In 2015 it released The Absolut Colour bottle to “support the rights of proud people around the world” with the message “We are proud to believe in equality. We believe that the world needs to change. Change so that each and every individual can be proud, and decide for themselves who they belong with, live with and love.”