Holy smokes. What I saw in December blew me away. I’m only publishing this now because I schedule posts eight weeks in advance. But it’s no less amazing. It’s a testament to the unfolding perfection of All That Is and how All That Is supports transgender people. Even when it looks like it doesn’t.
A long-time cisgender friend prompted this post. He’s a strong progressive cause ally, including supporting the transgender community. We’re kindred that way. That’s why I wasn’t surprised to get his text. But I was surprised by what he shared.
He shared a link to a video. My friend does this infrequently, but frequently enough that I don’t click on links he sends me right away. But with this one, I did. Because the thumbnail compelled me.
The video promotes a whiskey product. It’s one of the best cause marketing commercials I’ve seen. And I should know about cause marketing because in a previous incarnation, I worked in PR and Corporate Social Responsibility. Take a look:
A beautiful story beautifully told
The commercial begins with an elderly couple. While the husband sits in a chair, the wife wanders about the house on the phone. Unbeknownst to the wife, the husband has a predisposition for women’s make up. He goes into the bathroom, locks the door and tries practicing with lipstick…but his results frustrates him.
Several scenes indicate the man’s depth of interest. It’s almost as if the guy questions his interest in such a thing. Nonetheless, he ends up getting pretty good at applying makeup to his own face.
But then, during the holiday season, the extended family shows up for familial celebrations. Among the family members is 26-year-old “Alvaro”. Who we now understand as Alvaro’s grandfather, looks at his grandson and has a hunch. He invites the young person into the bathroom wherein the two have an intensely personal, intimate moment.
The two exit the bathroom and, to everyone’s astonishment, Alvaro is now “Ana”. The entire family is in tears and Ana is heartily welcomed.
The rest is amazing commercial history.
“Transgender”: Here to stay
Thirty-plus years ago when rap music wasn’t what it is today, the famous Quincy Jones produced a song called “Back on the Block”. Among samples he used in his production was a statement by Rev. Jessie Jackson. Towards the end of the song, which is a medley of various rap genre’s, Jackson is sampled saying:
“Now I would – I would contend that ah –
The rappers – rap is here to stay”
Thirty years later, rap is still going strong. Jackson was right.
In the same way, we are seeing something similar with transgender people. So many successful transgender people now exist. Not only are they in entertainment, they also are in politics and business and mental health. They’re authors, speakers, teachers. They’re everywhere.
And more are coming in to the world all the time.
It makes being a transgender person in the world much easier. More than ever, transgender people can find support in abundance. The fact that a major liquor brand is on board with transgender people is astonishing. Especially so as the ad J&B produced is in Spanish. The language of a culture that, in some places around the world still considers being gay a crime. And being trans something worse.
The world is so much better for transgender people. I only hope that more transgender people discover what my transgender clients discover. That is that the only thing keeping a transgender person these days from discovering and then living a joyful life are the stories such a person tells, which creates something different from the life they want.
The world is increasingly on the side of transgender people. Of course, it’s always been that way. But today it’s more so than ever. What a great time to be alive Transgender or Trans-attacted!
If you’re life isn’t going great and you want it to, I can help.