Thursday, January 24, 2013

IKEA has another regional brand malfunction

Last time, it was a Saudi version of their catalogue that edited out the all women. Now, it's a Thai TV ad that makes a transphobic cheap shot:

According to Reuters:

The advertisement by IKEA, the world's biggest furniture retailer, has incensed a Thai transgender group which called it "negative and stereotypical" and "a gross violation of human rights" in an open letter to the Swedish retail giant. 
The 20-second commercial shown on YouTube ( and on Bangkok's trains in December and January entitled "Luem Aeb" ("Forget to Keep Hidden"), was disrespectful to transsexuals, according to the Thai Transgender Alliance, which demanded an explanation from IKEA. 
Transgenders, or "Ladyboys" as they are often referred to, are widely accepted in Thailand and are commonplace in the fashion, beauty and entertainment industries, but are not officially recognized as women.
IKEA main office is apparently in the process of drafting a response. Will update then.

H/T Boing Boing


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  2. I don't get this ad: IKEA "forgot to keep hidden" what? I get what the woman playing the transsexual with voice dubbing forgot to keep hidden (the birth gender), but where is the IKEA analogy?

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