Why is this advert trying so hard

[MrsElvis]

I don't even know what my question is but just caught this advert and feel it was so try hard.

It's about we will accept you whoever you are.

Features a young girl playing in the mud with a truck.

A female mechanic fixing a car in a garage.

A male nurse.

But majority focuses on a tween boy applying makeup.

Honestly it was like some college BTEC project.

What's the advert for?

I love people who are gender-non-conforming, but when it gets coupled with talk of 'gender identity' something inside me just despairs.

Not a big fan of tweens wearing such heavy make-up, whether not or girl...

Boy or girl, that should say...

Ah my reply didn't post. I had to google as the message was unclear. It's saying to "tackle" violence and abuse. I really didn't get that from the ad at all

If it's the ad I think it is, it's the Thisisme campaign from Live Fear Free government website in Wales - www.livefearfree.gov.wales

"The THIS IS ME campaign challenges gender stereotypes in Wales in a positive way and encourages conversations about gender.

Everyone in Wales deserves to live fear free of gender stereotypes - to be whoever they want to be and reach their full potential."

That's the thing. If a girl wore that much heavy make-up at that age it would be 'let girls be girls' and sexualisation of children and so on. Because it's a boy it's 'creativity'.

Whatever WAG do, men and boys do better? Is that the message?

Actually even as a boy of his age I kind of worry about the sexualisation with make up there too....

@MickHucknallspinkpancakes exactly what I thought. He's so young and he's the star of the advert. Feel they've taken advantage