Samsung pulls ad featuring heartfelt moments between loved ones including a drag performer

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01/23/2022

Samsung decided to remove an advertisement from airing in Singapore and deleted it from online channels, shortly after posting it, because it “may be perceived as insensitive and offensive to some members of our local community.” The full ad, just under five minutes, featured unknowing individuals — wearing Samsung headphones — hearing their loved ones read letters they wrote about them using a Samsung device. One of the individuals featured was a Muslim woman, hearing her son read a letter thanking her for being accepting of the fact that he is a drag performer. After hearing him read it, he surprises her donning drag apparel and they embrace. “You are just unbothered having people looking or judging you differently, having a son that does drag,” the woman’s son says in part of his letter. After saying that the time she came to see him perform in drag was “the most precious and proudest moment” in his life, he concludes by writing and reading “Boy sayangkan mak,” a Singaporean phrase meaning “boy loves you,” and adding, “always.”

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