Topline
After Bud Light came under fire from far-right pundits and social media users for a brief partnership with trans TikTok star Dylan Mulvaney, critics seem to be seizing the momentum and are piling on many more companies for advertising campaigns that reach out to the LGBTQ community, in some cases recirculating promotions that are years old, branding the companies as “woke” and calling for boycotts.
Rainbow bottles of Bud Light during the 30th Annual GLAAD Media Awards in New York on May 4, 2019. … [+]
Key Facts
Bud Light faced boycotts and a dip in sales after it sent TikTok star Dylan Mulvaney, known for documenting her gender transition to her 10 million followers, a customized can with her face on it on April 1, with high-profile critics including musicians Kid Rock, Travis Tritt and John Rich and pundits Ben Shapiro and Candace Owens.
Amid the Bud Light controversy, Tritt and other critics dug up a two-year-old Jack Daniels marketing campaign featuring drag performers from RuPaul’s Drag Race.
Another Mulvaney collaborator, Nike, was condemned by Olympic athletes Sharron Davies and Caitlyn Jenner for its marketing campaign in which Mulvaney modeled leggings and sports bras.
A months-old Miller Lite commercial for Women’s History Month, in which actress and comedian Ilana Glazer promotes the company’s commitment to recycling old advertisements it deems sexist to create fertilizer to brew more beer, resurfaced in mid-May and caught the attention of Joe Rogan and Shapiro, who slammed “identity politics” (Molson Coors forcefully defended the campaign, stating there is nothing “remotely controversial” about it).
Critics jumped on Adidas for a trans-inclusive swimwear marketing campaign, including Davies, a frequent critic of transgender women participating in women’s sports, who tweeted the hashtag #AdidasHatesWomen.
Starbucks debuted an ad in India last week depicting a father reconciling his relationship with his trans daughter, which some labeled sweet and “groundbreaking,” though it attracted criticism from Shapiro and other commentators.
Critics including conservative pundit Dave Rubin recirculated a two-year-old campaign from Ford, who in response to internet trolls built the “Very Gay Raptor,” a Ranger Raptor car adorned with rainbow colors that has appeared in promotional materials and at pride events.
The Los Angeles Dodgers came under fire from some Catholics, including advocacy group CatholicVoice, and Sen. Marco Rubio (R-Fla.) after it planned to honor The Sisters of Perpetual Indulgence, a charity that raises money for LGBTQ causes and performs in in drag dressed as nuns, at Pride Night, causing the Dodgers to uninvite the Sisters to the outrage of the Dodgers’ other LGBTQ partner groups.
Key Background
These controversies follow a slew of legislation and protests targeting the LGBTQ community in recent months. The ACLU has identified 482 bills introduced in state legislatures this year as anti-LGBTQ, including many that seek to limit gender-affirming care for transgender youth and education of gender and sexuality in schools. Drag performers have also come under attack as some states move to ban or limit drag performances in public spaces and outraged conservatives protest outside Drag Story Hour events.
Contra
Some social media users have mocked the various boycott attempts. After the Bud Light controversy picked up steam, some social media users posted videos of themselves throwing away unopened cans of beer—but others pointed out they’ve already purchased the beer and given Bud Light their money. When Shapiro accused Starbucks of “exporting the transness to India,” some pointed out India has had a concept of a third gender—known as “hijra”—for thousands of years, enshrined in law since 2014, though hijras face discrimination in society.
Further Reading
How Trans TikTok Star Dylan Mulvaney Became A Far-Right Target After Scoring Deals With Bud Light And Nike (Forbes)
Molson Coors Slaps Anti-‘Woke’ Critics—Like Joe Rogan And Ben Shapiro—And Defends Miller Lite Women’s History Ad (Forbes)
L.A. Dodgers’ Pride Night Controversy Explained: Why LGBTQ Groups And Politicians Are Slamming Team (Forbes)
Source: https://www.forbes.com/sites/conormurray/2023/05/20/far-right-pundits-are-slamming-companies-including-nike-adidas-and-ford-for-lgbtq-outreach-as-pride-month-nears/