Light through Colors: A Gender and Sociological Analysis of the Lazada Commercial Be PROUD. Be You.
deskvalor
Mar 26
4 min read
By: Andrei John Solano
Introduction
Lazada’s Be PROUD. Be YOU (2021) commercial directed by Pepe Diokno is an advertisement that highlights the challenges faced by the LGBTQIA+ community in the Philippines. The commercial features young adults having doubts about coming out as gay, highlighting stereotypes of the current society. The title “Be PROUD. Be YOU.” encourages people to proudly express themselves, regardless of gender. The commercial uses heartfelt narratives of the story of three young adults coming out as gay to promote the powerful message of embracing one’s true identity and one’s true self.
Be PROUD. Be YOU provides a perspective on the challenges faced by the LGBTQIA+ community in Philippine society and critiques the direct and backhanded homophobia. Utilizing a sociological approach, societal norms and stereotypes are critiqued and deconstruct traditional gender expectations and promote self-expression. The commercial critiques the societal norms that continue exclusion and reinforce discriminatory attitudes. By addressing these issues, the advertisement encourages conversations on acceptance and the need for societal change.
Body
The commercial shows three young adults facing different scenarios and situations in handling societal norms and stereotypes. Firstly, it shows Dante facing an unpleasant reaction from the barista while receiving coffee. Secondly, it shows a person opening up and revealing to their mom that they're gay. Lastly, the commercial also shows a member of the LGBTQIA+ getting ready in the women's bathroom while a group of girls walk in and stare. All three said sorry and apologized for who they are, it then showed numerical data that over 60% of Filipino members of the LGBTQIA+ community apologize for who they are. The commercial ended with the continuity of the three situations wherein the three characters had a better experience about being a member of the LGBTQIA community. The ad ultimately closes with a simple message: be proud, be you. A message that not only celebrates LGBTQIA+’s identities but also advocates for true acceptance for every human being, no matter what their gender is (Creative Manila, 2022).
Breaking stereotypes and norms, the ad challenges societal expectations that force individuals to follow traditional gender roles and norms. The advertisement showcases that people should not have to apologize for their identity or feel pressured to fit into society's stereotypes. Through its narrative, the commercial calls for the dismantling of outdated stereotypes that marginalize LGBTQIA+ individuals.
The advertisement's showcase of self-acceptance and empowerment is shown in the transition from apologizing to confidently embracing one's identity showcases the power of self-acceptance. The ad sends a strong message to the community that no one should feel the need to say sorry for who they are. By empowering LGBTQIA+ individuals to stand proud and be themselves, the commercial inspires viewers to embrace their true selves.
Critical Analysis
From a sociological approach, the commercial highlights the societal norms and stereotypes prevalent in the Philippines such as societal expectations that force individuals to follow traditional gender roles and norms. The ad challenges societal expectations by promoting the idea that individuals should not apologize for their identity and should be free from restrictive gender roles. The advertisement advocates for dismantling outdated stereotypes, particularly those marginalizing LGBTQIA+ individuals.
The visual and emotional storytelling techniques used in the commercial reinforce its message effectively. The color palette, music, and pacing contribute to a narrative story that moves from isolation to empowerment. The inclusion of real-life statistics strengthens the advertisement’s credibility by grounding its message in numerical and factual data. The commercial also portrays a diverse range of experiences within the LGBTQIA+ community, making its message more inclusive and representative. The structured progression from adversity to acceptance aligns with a broader sociological critique of societal norms, emphasizing the need for change.
The advertisement's use of different societal perspectives and stereotypes sheds light on the systemic barriers that restrict self-expression. While the commercial successfully acknowledges these struggles believing that pride represents values such as inclusion and unity that should be embraced every single day (Cambosa, 2021), it does so within a commercialized setting. The primary goal of advertising is to sell a product or service, which raises the question: Is the brand truly advocating for LGBTQIA+ rights, or is it engaging in corporate rainbow-washing? While the ad promotes acceptance, it does not necessarily address deeper inequalities, such as workplace discrimination, or lack of institutional support for the LGBTQIA+ community in the Philippines. media portrayal of LGBTs as frivolous, untrustworthy, and even dangerous or predatory denying transgender Filipinos entry into commercials, some companies look at it as an advantage to act supportive but in reality, companies want to capture your trust in them (Psychological Association of the Philippines, 2020).
Conclusion
The advertisement presents a reflection of societal norms and the challenges faced by LGBTQIA+ individuals in the Philippines. The portrayal of discrimination in public spaces, family dynamics, and social settings highlights structural inequalities that affect self-expression and identity. Through narrative and emotional storytelling, the commercial promotes the message of acceptance.
The significance of the advertisement lies in its ability to bring light to social issues. Mainstream media representation contributes to raising awareness, but meaningful societal change requires institutional reforms and policy developments that address systemic challenges (Medium, 2020).
Only 15% of Filipinos reside in areas protected against discrimination based on gender identity (Thoreson, 2023) advocacy should extend beyond commercial representation to include legal protections, workplace inclusivity, and broader societal acceptance. A shift in societal attitudes requires continuous efforts beyond advertisements to create lasting and meaningful change.
Reference List
Cambosa, T. (2021, June 21). ‘Don’t be sorry for who you are’, Pride Month campaign for Lazada PH
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