We usually relish any opportunity to break out our soapbox and poke fun at brands for flimsy attempts at rainbow-washing, but this year we feel more compelled to give them snaps, not snipes. In a time when anti-queer hate speech is veering dangerously back towards the mainstream, far-right nasties are now savaging brands for the smallest attempts to represent equality; even destroying their products in stores. After Bud Light collaborated with trans model Dylan Mulvaney in a sponsored Instagram post, the ensuing backlash from this newly emboldened anti-trans crowd was swift and brutal. The brand has since ridden a rollercoaster of contradictory knee-jerk reactions, from firing the ad agency behind the campaign, to donating thousands to a queer charity.

The North Face, a brand traumatised Melbournians still associate with pandemic press conferences, has launched its “Summer of Pride” campaign fronted by a drag queen. Hot on the six-inch heels of the Bud Light fiasco, they seem to be taking the high road and just ignoring the hateful reactions.

As those who remember the brutal scuffles to secure the last fluffy pencil at Scholastic book fairs can attest, never tick off a book nerd. Penguin Random House has joined the fight against censorship and filed a lawsuit challenging Florida’s recent book bans. This comes as a bunch of mouth-breathing dinosaurs have been banning books that support any viewpoint outside of outright bigotry, which might be a violation of the whole free speech thing.

Match is telling young whippersnappers to get off their lawn and bring emotional maturity to the dating world with their newest campaign: Adults Wanted. Featuring billboards designed like vintage help-wanted signs, the campaign exalts the benefits of getting into an adult relationship like connection, maturity, and early nights. This one goes out to all the lonely hearts looking for someone to share their boardgames with and help do laundry.

Director Sofia Coppola gets Lost in Translation again to celebrate Suntory’s 100th anniversary in a short film starring Keanu Reeves. Set to a rockin’ Joan Jett soundtrack, the ad highlights all its coolest ad campaigns over the years, even throwing back to a floppy-haired 90’s Keanu and a reference to Coppola’s Japanese film setting.