Soft drinks brand Sprite unveiled an LGBTQ-themed promo last week in Argentina.
The advert, which the company posted on its Argentinian social media channels, was released to coincide with Buenos Aires Pride – or Marcha de Orgullo as it is known locally.
Buenos Aries holds its Pride festival on the first weekend of November to commemorate the establishment of “Nuestro Mundo” (Our World). This was the first gay group to begin operating in the South American country in 1967.
Related: President’s drag queen son joins Buenos Aires Pride parade
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Sprite – which is owned by the Coca-Cola company – posted its commercial last Friday, a day ahead of the festival. It features young people getting ready to attend Pride, overlooked by supportive family members.
#NoEstasSolx #Orgullo pic.twitter.com/GLdQE5ypjI
— Sprite Argentina (@Sprite_Ar) November 1, 2019
One mum helps her child apply makeup. A grandmother helps her son don drag. One father drives his son and the son’s boyfriend to Pride. In the background, the song “You’ll Never Walk Alone” plays – from the musical Carousel.
It ends with the slogans: “Orgullo: Lo que sentís cuando alguien que querés elige ser feliz,” and “No estás solx.”
This roughly translates as: “Pride: What you feel when someone you love chooses to be happy,” and “You’re not alone.”
Last weekend’s festival was the 28th Buenos Aires Pride. The first one in 1992 was attended by only about 300 people, some of whom wore masks. Last weekend’s festival was attended by an estimated 300,000.
One of those to attend was Estanislao Fernàndez (below), the 24-year-old drag queen son of Argentina’s new President-elect, Alberto Fernàndez. Check out more photos of Buenos Aires Pride.
