~~February 3, 2020~~
Wow! Take a look … it’s all in a name.
How important is your name? How do you identify with it?
It’s the same for all!
DIVERSITY IN ADVERTISEMENT
Starbucks unveils winning ad for Channel 4’s Diversity in Advertising award
Launched last night, February 2, on Channel 4, Starbucks’ winning entry #whatsyourname follows the journey of James – who is transitioning – trying out his new name in Starbucks (the brand is well-known for scrawling the names of its customers on coffee cups).
The ad shows James quietly enduring a string of everyday encounters involving his birth name Jemma – including GP appointments, receiving post, and family occasions – but it’s in Starbucks that he can choose what he calls himself.
The ad was created by Iris – pipping the likes of adam&eveDDB to the prize this year – and will be accompanied by a series of ‘moving portraits’ involving real-life stories of trans people deciding on their new names. The campaign comes off the back of research that shows trans people only star in 0.3% of ads, despite forming roughly 1% of the public and arrives at a time where transphobic attitudes remain prevalent.
~~Published February 2, 2020~~
At Starbucks, writing your name on a cup and calling it out is a symbol of our warm welcome. It’s a small gesture, but it’s symbolic of what we believe in: Recognition and acceptance, whoever you are, or want to be.
We welcome everyone.