Cartier Straight-Washes Ad Campaign

Cartier is being accused of straight-washing a Chinese ad.

In a new campaign for its classic Trinity ring you see several of people, like a man and woman dancing on a rooftop, two women holding hands, and two men bicycling and embracing one another. The advertisement ends with a question: "How far would you go for love?"

The ad clearly shows a straight couple, a lesbian couple and a gay couple, but shoppers at Tmall—China's premiere digital shopping marketplace—say that the same-sex couples in the video are also featured as still-image ads … with captions claiming their relationships are strictly platonic. 

Under the image of two women it says:

"Mutual understanding beyond words. Witness our everlasting friendship."

Under the two men it reads:

"Father and son are also friends—happily sharing life's journey."

When users pointed out that the two men seemed quite close in age, the text was altered:

"Father and son are like brothers."

Wait, so women who are “just friends” buy matching rings? And fathers and sons buy matching bands, too. C’mon Cartier. The Trinity band, designed in 1924, is actually three bands that symbolize different aspects of a relationship, but is often used as a wedding ring and almost always associated with lovers.

In a statement responding to the confusion, Cartier stood by the gifting of the ring, which can retail over $3,000, for friendship and "family love."

Nice try. We know that same-sex relationships in China are not illegal but remain culturally taboo, and censorship of LGBTQ-inclusive media, such as the queer kiss scenes in Bohemian Rhapsody, is common, but then maybe don’t air your clearly meant to be gay men and women ads in China. Shell out some extra coins for a new, straights only campaign.

Don’t erase gay people. It’s demeaning, degrading and just plain wrong.

The Advocate