A new Starbucks ad follows a trans boy as he starts going by his new name.
The ad will air on television in the U.K. and online, and it’s part of a partnership with the U.K. transgender youth organization Mermaids. The chain will sell limited-edition mermaid cookies to raise up to £100,000 ($130,000) for the group.
In the ad, which is part of the “What’s your name?” campaign for Starbucks, a trans teen named James keeps on getting called by his deadname – at the doctor’s office, on his student ID card, by family.
At the end of the ad, James goes to Starbucks, where an employee asks him what his name is.
“It’s James,” he responds, and the employee writes it on the cup.
People on Twitter loved the ad. Some transgender people reminisced about the first time they used their name at Starbucks.
As someone who is trans, I can not express how much this means to me. It may seem like a small thing, but to a trans person it means everything. Thank you Starbucks.
— Daniel (@Daniel83522138) February 2, 2020
This was from 2 years ago at Schiphol Airport, Amsterdam. It was such a beautifully written confirmation of who I am.Fab to see @Mermaids_Gender being supported👍 #WhatsYourName pic.twitter.com/DpD2Etitrf
— Rachel Harper (@Harperexpress) February 3, 2020
As someone who is trans I can’t express how much this campaign means. Loved to know when the cookie is available! #WhatsYourName
— leo 💫 (@sipping_theT) February 2, 2020
Cried happy tears watching that advert. Made me feel all those feelings the first time someone said my name. 🥰❤🧡💛💚💙💜🤎🖤
— Aiden BEM (@GeekyMonkey_85) February 2, 2020