Sprite’s new ad appeared on Argentina’s social media platforms last week, and it’s taking the internet by storm. The entirety of the ad is based on LGBT “pride” and celebrates mothers helping their gender-confused daughters bind their breasts, helping their sons dress in drag and even applying makeup.
— Sprite Argentina (@Sprite_Ar) November 1, 2019
Sprite, owned by Coca Cola, released the ad just in time for Buenos Aires’s Pride event. The ad implies somewhat of a happy and playful ploy between mother and child.
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The mothers of boys are seen in the ad applying makeup and dressing their sons in feminine attire as they smile at each other. The mothers of girls are viewed binding the breasts of their daughters to help them appear as males. A grandmother teasingly helps her grandson dress in drag.
Johnston also notes the video’s background song – “You’ll Never Walk Alone” from the musical Carousel – is used to “tug on heartstrings” and emphasize the narrative that transgender children are victims.
The video depicts children preparing a rainbow flag for the Pride event as they embrace LGBT family members. Parents appear to send their LGBT children off to the event in a celebratory manner.
The ad concludes with, “Orgullo: Lo que sentís cuando alguien que querés elige ser feliz,” which translates to “Pride: what you feel when someone you love chooses to be happy,” and “No estás solx,” or “You’re not alone.”
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