The offending advert, called Luem Aeb (meaning ‘forget to deceive’), was broadcast on Bangkok’s sky train system from 28 December 2012 to 13 January 2013 and on YouTube.
‘The MTF transgender/transwomen character is openly mocked as being "deceitful",’ read the open letter to IKEA from Thai Transgender Alliance.
‘The transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for "deceitful and deviant lifestyle".’
The advert shows a woman who is so surprised by a sale item that she speaks with a male voice. The man she is with looks shocked and horrified. The last scene of the advert shows the man running away as the woman carries a box of flat-packed furniture by herself.
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