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Cartier Ad Rattles In China For Seemingly Masking Gay Couple As ‘Father & Son’
By Mikelle Leow, 13 Aug 2020
Video screenshot via Cartier China
Cartier’s latest campaign in China has sparked a debate about the nation’s tendency to sweep LGBTQ rights and acceptance under the carpet.
On Monday, the French luxury jeweler posted a commercial for its signature Trinity ring in time for Qixi Festival, China’s version of Valentine’s Day, which falls on 25 August. The advert shows various groups of people, including same-sex pairs, with the tri-color band on.
The montage doesn’t feature any speech, but ends with the message, “How far would you go for love?” in English.
While viewers seemed alright with the commercial, it was a printed version of the ad that raised eyebrows, CNN Business reports. Alongside a visual of two men cycling together from the video, Cartier China added the caption, “Father and son are also friends—happily sharing life’s journey.”
Cartier’s campaign became a talking point across Chinese social network Weibo. Internet users found it hard to believe that the two men were “father and son” as they seemed to evoke a “romantic vibe.”One viewer said it was unlikely for the older male to be the other man’s father “based on [his] casting and performance.”
Others pointed out how odd it seemed to them for a “father and son” to have matching rings. “Trying so hard to conceal something has made something ordinary so weird,” one social media user responded.
According to CNN Business, homosexuality remains a taboo despite not being illegal and authorities removing it from China’s list of mental disorders in 2001.
Cartier has not responded to the online debate.
Video via Cartier China
The text above reads, ““Father and son are also friends—happily sharing life’s journey.” Image via Cartier China
[viaCNN Business, video and images via Cartier China]
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