Online selling platform Lazada Philippines has always championed the LGBTQIA+ community. And for 2021’s Pride Month, the e-commerce giant and its agency Publicis JimenezBasic tackled the daily reality of every member of the community in its latest film “Apology.”
The film depicts actual members of the LGBTQIA+ community apologizing in their daily encounters: a transman in a cafe saying sorry when the barista found out that his name didn’t match his appearance; a son saying sorry when he comes out as gay to his mom; and a transwoman saying sorry to her colleagues for using the female restroom. Each scene ends with a hug of acceptance, an apology to every member of the LGBTQIA+ community, and a reminder to never say sorry for being who they are.
The spot closes with a simple message: Be Proud. Be You. A message that not only celebrates the LGBTQIA+’s identities but also advocates for true acceptance for every human being, no matter what their gender is.
Advertising Agency: Publicis Jimenez Basic, Manila, Philippines
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