Pepsi’s Bubly Navigates ‘Found Families’ Of LGBTQ+ Community In Stirring New Ad

PepsiCo’s sparkling water line, bubly, released a commercial that is centered around the spirit of found family, a driving force in the LGBTQ+ community.

The video stars Naomi McPherson who plays a nonbinary character, Jac, who has a nervous start when first entering an LGBTQ bar but is quickly welcomed into the arms of the patrons.  

MUNA, McPherson’s band, features its new song Home By Now, and features LGBTQ+ talents.

The commercial’s main theme of found family portrays its importance: Many in the community may not receive the support of their own blood-related family and often must seek safe spaces to find acceptance.

The bond between the community is echoed through the video, as we see Jac find their place among their new family. We also get to hear from other characters through the video and how the bar in the commercial acts as a communal area for members to take refuge and find like-minded people. 

LGBTQ+ bars and clubs and other places have been hit hard by the pandemic. Not only has their business suffered, but their patrons have lost their source of comfort as well. The commercial highlights why supporting these businesses is important so that it can continue to grow and be a place of sanctuary for people in seek of a family who understands them.  

In addition to shedding light on the value of found families, PepsiCo has also pledged US$100,000 to the Stonewall Inn Gives Back Initiative. The money is to help LGBTQ-owned business that has been having a hard time dealing with the pandemic.

[via Marketing Dive and PR Newswire, cover image via bubly]