Magnum’s new #BeTrueToYourPleasure campaign is less about high-end, European ice cream bars and more about acknowledging ways that gender nonconforming people subvert our ideas about the gender binary.
In a series of brief interviews James, Blake, and Gregory, three genderqueer people, describe the events that led to the formation of their identities.
“My mom made me into this world,” Gregory recounts. “She taught me about not coloring inside the lines. She empowered me to be whatever the hell I wanted to be.”
“I don’t see things as black and white. I see things on a spectrum. I see beauty in many different forms–if we’re talking about gender, I don’t see ‘man’ and ‘woman.’ I see different degrees of male and female and I know I fall somewhere maybe a little left of the middle.”
The ad campaign also features Willam Belli alongside James, Blake and Gregory in a stylized music video to an alternate version of Rihanna's "Umbrella."
While the presence of LGB-identified people in mainstream advertising is on the rise, Magnum’s campaign is one of the few to actually feature trans and/or queer people of color in a significant way. They’re a fantastic set of spots that you can watch for yourself AFTER THE JUMP…