i’m lovin’ it

Although the global fast food franchise has stirred controversy beforehand with a very similar advertisement back in 2010 for French markets (ahead of the country’s landmark decision to recognise same-sex marriages), the café division of this restauranteur, as Super Punch informs, is facing a boycott at the urging of some religious authorities in Taiwan over its latest iteration of this theme.
Despite seeming to be an unlikely medium for coming out to one’s father, a teen pens in the dialogue balloon of his coffee cup the admission that he likes guys—to which, his father angrily departs. After a beat the father returns, conciliatory, writing on the cup, “I accept that you like guys.” What do you think? Click through for more details and to watch the commercial. The company deserves praise for this, I think, and will weather protests, but should international businesses such as this be expected to remain neutral on cultural norms or do they have obligations to take a stance?