Google Airs Ad During ESPYs Focused On Transgender Transition
CBS DETROIT - A poignant Google ad titled "The Story of Jacob and City Gym" that's been getting a lot of attention online was thrust before sports fans when it aired during the ESPYs.
The two-minute, 30-second spot tells the story of 26-year-old Jake Nothnagel who was born female, but felt that he was a boy trapped in a girl's body. It offers a personalized look at gender transition, beginning as Jake starts hormone treatments through when he eventually undergoes a medical procedure to become the person he wants to be.
As of Thursday morning, the ad had more than 1,345,000 views on YouTube.
What's the point?
In the YouTube comments section, Google+ Your Business wrote, shortly after the ad aired Wednesday evening:
"Tonight, we're celebrating what it means to show courage. Thank you +City Gym KC and Jacob for sharing your courage with the world. Share your stories of courage, acceptance and belonging here. #HeresToCourage #ESPYs"
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Google's vice president of marketing Arjan Dijk explained further in a USA today interview:
"The video had more than 1 million views on YouTube, and we thought: 'We are in the middle of this conversation around the transgender community. Clearly we struck a nerve. And we want to be able to continue to have this conversation,'" Dijk said. "Not that many big brands have very publicly supported and endorsed the transgender community. It's a role we want to play as a brand."
Response to the ad has, as one might expect, been mixed – with some detractors' comments laden with outrage and profanity.
Mike Strewart wrote: Where are all the positive comments? You mean the mainstream isn't in big support of the ads? Is it because we are annoyed at how much this is getting pushed by corporate agenda?
Some Tweeted about it.
Google, bringing all the feels right now #Jacob #CityGym #TransIsBeautiful
— Jenny Bak Stewart (@jennyfromthebak) July 16, 2015
thankyou @ABCNetwork @google & #citygymstl for sharing Jacob's transition during ESPYs.This is the change I am looking for #translivesmatter
— kristin - #acrogirl (@KchrisKristin) July 16, 2015
SheepNoNeedForSleep commented on YouTube: Something tells me that in 2016, we won't see Trans suicide rates be at the 40% we once saw them at. Google in a way is inadvertently saving lives by being just another organization that shows that we all are caring individuals.
The issue of transgender acceptance was already a topic of the night, with Caitlyn Jenner accepting the Arthur Ashe Courage Award while urging acceptance for others who are transgender.
What do you think of Google's choice to air this ad during the ESPYs? Comment below.