Absolut Vodka stands out with transgender ad

The Swedish alcohol company is the first large brand to use such a storyline in its marketing efforts. Though not all consumers were pleased, one called it ‘a step in the right direction.’

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In the Swedish alcohol company’s latest marketing spot, a man at a music festival sees an acquaintance named Dave. “Only it wasn’t the Dave I remembered,” the man explains. “He told me his name was Darla now.” After the man says he tried to make up an excuse to get away, Darla takes him by the hand and leads him on an adventure that includes music, dancing, drinking Absolut, watching a parade and taking pictures.

In the end, the narrator has changed. Darla, he says, was “the same person. The same heart. She hadn’t changed. I had.”

Here it is in its entirety:

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