3 days ago
Air Canada sparks wild debate with its VERY progressive Pride month ad
Air Canada made a high-flying bid to kick off Pride Month on Monday and found itself in a social media firestorm.
The airline was met with overwhelming backlash after launching what it proudly touted as its first-ever 'all-2SLGBTQIA+ flight.'
They were forced to shut off replies on the celebratory post on X within hours.
The airline shared a glossy, 90-second video across its platforms, featuring employees from pilots and engineers to ground staff and cabin crew who identify across the 2SLGBTQIA+ spectrum - Two-Spirit (2S), Lesbian (L), Gay (G), Bisexual (B), Transgender (T), Queer or Questioning (Q), Intersex (I), Asexual (A).
Each shared heartfelt reflections on what the historic flight meant to them.
'Our first all-2SLGBTQIA+ flight was a heartfelt celebration reflecting our unwavering commitment to inclusivity and equality, in the air and on the ground,' Air Canada posted on X.
But what began as a polished attempt to champion inclusivity quickly unraveled.
The comment section turned hostile almost immediately, flooded with negative responses that overwhelmed the likes and shares.
Despite the airline's initial enthusiasm, by midday the replies were disabled, a rare and telling move signaling that Air Canada's Pride celebration had gone anything but smoothly.
The airline shared the video across its platforms but was forced to disable comments after sparking a backlash
In the video, Captain Maciej, who commands one of the airlines the Airbus A319's, candidly acknowledged the complexity of the moment.
'It was a bit of a range of emotions this morning coming here and getting dressed for this flight,' he said, before carefully reciting the lengthening acronym.
'Now let me get that one straight — a few letters have been added — 2SLGBTQIA+. I do identify with the progress flag. There's something in there that represents me as well, so there's a bit of joy having the opportunity to do this flight today.'
Alongside him, First Officer Juan, speaking in French, called it 'a really special moment' that signaled visibility and tolerance.
'It has to do with visibility, with the possibility of telling everyone that we truly feel welcome and accepted for who we are.'
Ground staff and engineers chimed in too, including one employee who said they joined the crew in honor of their daughter, a member of the LGBTQIA+ community.
The mood among the passengers seemed more muted who were only informed of the 'specialness' of the country's first all-2SLGBTQIA+ flight by gate agents Danny and Michael.
Once onboard, Captain Maciej took to the intercom to frame the flight as a 'watershed moment in Canadian history,' ending his address with a cheeky reference from RuPaul's Drag Race: 'Shantay, you all stay!'
Onboard, Captain Maciej took to the intercom to frame the flight as a 'watershed moment in Canadian history,' ending his address with a cheeky reference from RuPaul's Drag Race: 'Shantay, you all stay!'
Yet the celebration quickly turned into a public relations debacle.
While the airline attempted to showcase diversity, critics on social media hammered Air Canada for what they deemed to be tone-deaf virtue signaling.
'This is absolutely ridiculous — all we need and care about is competent employees, regardless of what they're doing in their bedrooms. Get a grip,' one commenter wrote bluntly.
'Why would we care who sleeps with whom? At this point in history, is this really necessary?' another user fumed.
'I'm sorry, but the safety and well-being of your passengers seems to come second place to virtue signaling,' another critic added. 'It will be a cold day in hell before I fly Air Canada.'
The reaction revealed a deeper discontent simmering among the public and a backlash not just against this particular initiative, but against broader efforts to weave identity politics into commercial life.
Many commenters expressed frustration that sexual identity, rather than professional competency, was being showcased.
Many commenters expressed frustration that sexual identity, rather than professional competency, was being showcased.
Six years ago Air Canada removed 'ladies and gentlemen' from its on-board announcements, replacing them with the more gender-neutral 'hello everyone' or 'tout le monde' in French.
At the time, the airline said was meant to 'modernize' and 'remove specific references to gender' and defended the shift as part of an effort to make all passengers and employees feel respected.
But Monday's reaction suggests that many customers remain unconvinced that such changes are necessary, or welcome.
