Argentine Bank Ad Is Pro-Transgendered People, Pro-Little Old Men
4 March 2009, 5:08 PM. By Alex Alvarez
An Argentine ad for Banco Provincia shows that, when big corporations overlook things like gender identity and sexual orientation, little transphobic old men will soon follow suit. And give you presents!
Snarktitude aside, we’re pleasantly surprised that a commercial showing that people can change their hurtful behavior towards transgender people in Argentina. Like many Latin American countries, Argentina has been less than supportive in its treatment of the transgender community. Take, for example, the 2006 still-unresolved murder of Argentine Transgender Activist Pelusa Liendro, who was killed after local television aired a hidden camera show that followed cops approaching transgendered prostitutes for bribes.
Explains Noelia Luna, a transgender woman living in Buenos Aires: ”It’s a cultural issue. For the typically ‘macho’ Latino male, ‘fags’ are something to look down on and laugh at from the time they are children, and this continues to be true later, in school or in hospitals, where we face discrimination.”
With that in mind, check out the commercial. And then try not to immediately run out and hug a little old man or local hairdresser afterward. We dare you:
The Awesome Trans-Friendly Argentine Bank Ad You Need to See [Queerty]
Argentina: Transgender Community Faces Uphill Battle for Rights [IPS]
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Whoooaaa I am so pleasantly surprised to see this. Props to Banco Provincia for their brave PSA/commercial combination.
Considering the fact that in many circles of Argentine culture they are still struggling with accepting homosexuality, it’s amazing that there is a commercial for a mainstream company like Banco Provincia that addresses discrimination against transgender people.
I’m going to have to start giving the mother country a little more credit!
Not to burst anyone’s rainbow bubble but I don’t think this aired for more than a week between 2 and 4 AM… It’s still OK to feel good about it I guess…
The parade, why do you rain on it? I still think it’s pretty significant that this ad would run in Argentina at all. Gay people barely exist in U.S. advertisements and I can’t think of a single ad here that’s ever featured a transgendered person. Other than, like: “Today! Thomas Beatie On Oprah: PENIS OR NO?!”
Of course it’s significant that it would run (in Argentina, or anywhere else for that matter). It just struck me as significant too that while living in Argentina I had never seen or heard about the ad until you guys posted the link
this is awe inspiring. never heard of it here in buenos aires and i write for a daily. good looking out guanabee!