2023-05-24 22:31:31
An advertisement called “Pride Summer” by the company “The North Face” is causing controversy online.
The video, viewed more than 3 million times, shows a man dressed as a drag queen who immediately introduces himself as “Patti gonia”, in reference to the popular Patagonia brand.
“Hello, it’s me, Patti Gonia, a real-life gay man,” he said with a smile. And today, I’m here to invite you to go outside!”, he adds in reference to coming out of the closet.
Accompanying the Instagram video, the company explained its motivations.
“Nature allows you to be who you are, so for the second year in a row, @thenorthface is hosting Summer of Pride in collaboration with @pattiegonia (they) to celebrate you and all the beautiful ways in which you leave your home”, can we read.
Photo taken from Instagram | The North Face
Several Internet users have expressed their dissatisfaction.
“Guess what, North Face came out of my closet,” one commented.
Photo taken from Instagram | The North Face
“Who becomes woke goes bankrupt,” wrote another, playing on the homophony between “woke” and “broke”.
The North Face responded to the user, “We recognize the opportunity our brand has to shape the future of the outdoors and we want that future to be a more accepting and loving place.”
Photo taken from Instagram | The North Face
The company does not intend to back down on its campaign, even if several Internet users are threatening to boycott the brand.
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