Just like in 2022, North face hired Drag Queen Pattie Gonia to entice children to come/go outside for Pride.... Though last year it was still called a "pride month", now it's apparently morphed into a "pride season". Gosh, some of us only get a day.
"Same procedure as last year, Miss Sophie? Miss Sophie : Same procedure as every year, James. James : Well, I'll do my very best!"
With the film, released on social media Pattie Gonia says:
🌈 Nature lets you be who you are, so, for the second year in a row @thenorthface is hosting Summer of Pride together with @pattiegonia (they/she) to celebrate you and all the beautiful ways you get outside.
This is the film released this year, which just like last year is advertising a North Face sponsored and arranged hiking and camping event for everyone that wants to "come out" into nature. See what I did there? *chuckle*. Sorry.
And, just like last year, the campaign has received some backlash, this time it's not limited to angry tweets.
Finbold news reports: North Face shares bleed on drag queen ‘come out’ ad , and Daily Mail reports that North Face risks Bud Light-style boycott over 'summer of Pride' ad featuring drag queen 'Pattie Gonia'.
Ad Age reports that people have protested and are arranging boycotts, but North Face are committed to keep the campaign (and LGBTQ hike events) going. "The North Face does not plan to bow to boycott pressure it is facing in the wake of an LGBTQ+ campaign."
Client: North Face
Principal Talent: Wyn Wiley, aka "Pattie Gonia"