Google is catching heat for a new holiday shopping ad featuring a male influencer dressed as a woman, promoting skincare products. The ad, which was posted on Instagram, showcases influencer Cyrus Veyssi lamenting dry skin during the winter season and finding a quick solution through Google Shopping. While the ad aimed to highlight the convenience of finding nearby products, it ended up sparking significant backlash online.
In the video, Veyssi, who identifies as non-binary and uses they/them pronouns, sighs, “I’m so dry,” while inspecting his reflection. “This winter dryness is not it, especially when I have so many holiday looks to pull off. Thankfully, I know just the thing.” He then searches for skincare products on Google and enthusiastically exclaims, “And it’s in stock nearby!” As the ad closes, Veyssi strolls through a store saying, “Hydrated skin is a gift to everyone, no wrapping needed. Happy holidays to me!”
The reactions online were swift and overwhelmingly negative. One commenter wrote, “Google is canceling women. Bizarre marketing strategy.” Another frustrated viewer added, “My ideology is whatever is necessary to stop this bulls***. I’m tired of this.” A third critic referenced the infamous Bud Light controversy, saying, “Google is Bud Lighting it this Christmas.”
The “Bud Light” comment refers to the beer brand’s major fallout after partnering with transgender influencer Dylan Mulvaney last year, a move that led to a boycott and a $1 billion loss in market share. Many are accusing Google of making the same mistake by promoting content that alienates a significant portion of its customer base.
When asked about the backlash, a Google spokesperson downplayed the controversy, telling The Daily Wire: “Everyone likes to find a good deal and save money. That’s why we’re promoting Google Shopping as the best way to do that. To put it in perspective, this was a single sponsored Instagram post, representing a fraction of a percent of a much wider Google Shopping campaign.”
Veyssi, who boasts over one million followers across TikTok and Instagram, regularly produces content steeped in LGBTQ messaging and social justice themes. His videos often focus on his identity and his attempts to relate to his straight, Iranian father. One of his more notable posts features him scolding men about cleaning up after shaving, all while wearing bright red lipstick and a revealing tank top.
Despite Google’s attempt to brush off the controversy, this latest ad highlights the increasing tension between corporate marketing strategies and consumers who feel that these campaigns prioritize virtue signaling over genuine inclusivity.
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