In a conservative Catholic country like the Philippines, it’s not easy for LGBT youth to come out to their parents. So many were surprised when local clothing brand Bench touched on the issue in their latest advertisement, posted to Facebook on Sunday.
The ad asks: “How long can you keep a secret? Someone is bound to smell it.”
The video tells the story of a teenager, who acts masculine around his father, but changes his behavior once he is dropped off at school. While he’s with friends, he puts on perfume and acts more flamboyant.
Viewers are led to wonder how his father will react to the “real him,” but don’t worry, it has a happy ending.
The video has been viewed more than 3 million times as of posting time and has been well-received, with many people praising Bench for tackling the issue.
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This isn’t the first time the brand has advocated for the LGBT community’s rights. In 2015, they released a campaign about “all kinds of love” featuring gay couples. While many praised them for the move, they were also met with critics. One of their billboards was even vandalized when someone painted over the hands of a gay couple holding hands.
Watch their latest ad below:
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