The 20-second TVC (above), features a transgender woman who starts speaking in a masculine voice when she is shocked by a sale item. Her boyfriend becomes visibly horrified and runs away.
The ad, titled ‘Luem Aeb’ (meaning ‘Forgot to stay hidden’), ran on Bangkok's train system and YouTube starting in late December. Ikea, which opened its first store in Thailand in November 2011, had previously developed some positive trans-inclusive commercials.
The Thai Transgender Alliance called the TVC “negative and stereotypical” and “a gross violation of human rights” in an open letter to the retail giant, saying it was disrespectful toward transsexuals. It demanded an explanation from Ikea.
According to media reports, Gannrapee Chatchaidamrong, marketing manager at Ikea Thailand, apologised for the unintended offense and pledged that the brand “will be more careful in the future”. She noted that the retail giant has run many ‘spoof advertisements’, where the friendly humor is intended to be an essential component.
“This was the intention in our campaign, where we also featured a number of different people from a spectrum of Thai society ‘forgetting themselves’ when they are so surprised at the value of the prices in our sale,” she added. Here's another example:
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