IKEA International, Redecorate Your Life
Set in a hospital, and with cheerful music, a woman is shown being returned to her bed from a gurney, having just had an operation.
She opens her eyes as flowers are brought to her and doctors consult on her progress. Time passes and she regains her strength to walk and then gets gifts of lingerie and slippers.
Then ready to leave, she packs her clothes but sneers at an old suit. Looking at her ID card, which has the man's name of Jose Felix Torres, she burns it then smiles -- this is when it is made known that she is a male-to-female transsexual, and had been a man before the surgery. The tagline then appears: "Redecorate your life."
She's then shown walking out of an IKEA store with longer hair and new goods for her new life. The comedic closing shot shows her making a rather "unladylike" adjustment of her new panties, which of course anyone could be caught doing.
This is a remarkably nonjudgmental, rather uplifting portrayal of a person who has changed sexes. It makes the act of redecorating one's home seem much less difficult!
I don't think the panty adjustment was meant to portray her "unlady-like" nature, but rather to show the ease in which this individual can slip into the role of a woman.
Women adjust their thongs all the time (they are not comfortable) and I think the panty adjustment is a very small but adorable marker that this individual has indeed entered the world of women.
Many transexual women love to shave their legs while many biological women hate it. Why do the transexual women love the semi-annoying activities of womanly life? Because it helps them identify with the gender through shared activity and annoyance.
I think the panty adjustment is a very similar thing in that it seems to say "well, you are now one of us."
I absolutely love this commercial and think it is the best trans-friendly ad I have ever seen. Makes me all teary.
I'm also a transsexual and I like this video very much. It's a very good one. It shows a real woman and not a person from a strange planet. She wears normal clothes. She is a woman like all the others and not a "special one". It reminds me of when I woke up the first time in the hospital and the nice days afterward.
Diana
Senza Fine: Endlessly, you drag our life, without a moment for pausing, dreaming, remembering what we lived already.
Commercial: With love, there's a smile that touches my heart, let's invent a future for us, to fly, to dream what is still unknown.