Cartier Wants You to Think Men in Commercial Are Father & Son, Not BFs

It looks like Cartier has got some explaining to do...

According to CNN Business, a recent ad campaign by the famed luxury jeweler that is currently airing in the Chinese market is sparking some controversy. Why, you ask? Well the ad, which is promoting the brand's Trinity Ring product and was created in time with the Qixi Festival later this month (the Chinese equivalent of Valentine's Day), features two men riding bikes together and exchanging rings. While that alone wouldn't raise many eyebrows, and would normally be considered a good thing, especially since LGBTQ+ representation is still a hard-fought battle in China where queerness is still largely a cultural taboo, it's Cartier's explanation of the men's relationship in the ad that has many scratching their hands.

According to Cartier, the men are actually "father and son," not a romantically involved queer couple...

"As such, one of the stories features the unique bond between a father and his son, enjoying a joyful and playful bike ride together, symbolizing the journey of life when there will be moments of parting ways," Cartier said in a statement about their ad campaign, according to CNN.

We're not sure exactly why a father and son are exchanging rings in an ad campaign for a holiday about romantic love, but sure, Jan...whatever you say...

While many are rightfully confused, our sister publication The Advocate points out that some people, including activist and director of China Rainbow Media Awards Yanzi Peng have the found the good in the commercial's uncomfortable, father and son couple dynamic, since it can be used as a way to work around China's censorship practices.

"Some may believe [Cartier] is just trying to make some 'pink dollars,' but I'm inclined to be more positive in thinking that they are supporting gay rights in a way...by raising our visibility through this kind of ads," Peng told CNN. "Of course supporting gay rights will also bring these companies economic benefits—it is a win-win scenario."

Watch the "father and son" duo in the Cartier ad for yourself in the video below.