A new commercial from Absolut stars transgender actress Carol Marra as part of the company’s #AbsolutNights campaign.
It shows two friends, one of whom is transgender, reconnecting at a music festival.
“For 30+ years, Absolut has supported people’s rights to be their true selves with the help of our artistic collaborations and ongoing support of the LGBT community,” Absolut shared on Facebook. “Our mission statement to foster a more open and diverse world does exactly that. It invites you to be you, at your most authentic, true self. We cherish our heritage of inclusive practices and guard them dearly. We appreciate all the love and support from all those embracing our mission and we raise a glass to ‘you being you.’”
Pernod Ricard, which owns Absolut, received an 85 on HRC Foundation’s 2016 Corporate Equality Index (CEI). The CEI is the national benchmarking tool on corporate policies and practices pertinent LGBT employees. The company includes sexual orientation and gender identity in its non-discrimination policy and also offers transgender-inclusive healthcare benefits.
This is among one of the first few ads to feature a transgender-specific narrative. HRC Foundation Youth Ambassador Jazz Jennings stared in a commercial for “Clean and Clear” as part of the See The Real Me campaign last year. Hallmark released an emotional ad last year, featuring the special connection and love of a transgender son and his mother. H&M also launched a groundbreaking transgender-inclusive campaign in August.
According to a groundbreaking HRC national survey, more than one in three Americans personally know someone who is transgender. And increased visibility goes hand-in-hand with acceptance and progress. HRC research has shown that the significant uptick in the number of Americans who say they personally know or work with someone who is transgender overwhelmingly translates into favorable feelings toward transgender people.
Want to know more about the policies and practices of the brands you support? Check out “Buying for Workplace Equality: A Guide to Companies, Products and Services that Support Lesbian, Gay, Bisexual and Transgender Workplace Inclusion” or download HRC’s iPhone or Android app for reference on the go.