Starbucks has unveiled an emotional new trans-inclusive advert which is sure to bring a tear to even the most unfeeling of eyes.
The 90-second commercial, which aired in the UK for the first time on Sunday (2 February), has has been named the winner of Channel 4's Diversity in Advertising Award, with Starbucks also pledging to raise a minimum of £100,000 for UK trans youth charity Mermaids.
The new advert, which carries the hashtag #whatsyourname, follows a young tans man, James, as he struggles with friends, family and corporations using his 'dead name'.
After finding his identity diminished day-to-day, James finds freedom at Starbucks, when the barista writes his real name on his cup.
The award-winning advert comes following a studythat revealed only 0.3% of TV adverts feature a transgender person, despite the community making up at least an estimated 1% of the population.
Channel 4's Diversity in Advertising Award aims to challenge the lack of LGBTQ represenation in advertising, and Starbucks' fundraising pledge to Mermaids means the campaign will do far more than just simply shine a spotlight on trans people.
Susie Green, CEO of Mermaids said: “We are thrilled to be part of such a fantastic and empowering campaign. We know, from 25 years of experience, how important it is to acknowledge people's true identities.
"The funds raised through #whatsyourname will allow us to make a meaningful change to our helpline services, which support young trans people and their families who are so desperately in need of access to information and reassurance.
"Simply by acknowledging the existence of trans people in a television advert will help many people to feel less isolated and understand that they are valued."
Matt Salmon, Interim Director of Sales at Channel 4, said: "We created the Channel 4 Diversity in Advertising Award to create positive change around representation of diverse groups in advertising...
"This ground-breaking advert from Starbucks is an incredibly worthy recipient of the award and we hope this campaign encourages other brands to improve LGBT+ representation in their advertising."