Transgender rights groups in Thailand are protesting the characterization of a transgender woman in an IKEA ad.

The 20-second ad, shown on and on Bangkok's trains, features a transgender woman whose voice becomes suddenly deep when she sees a sale sign. When the woman begins to tote packages of furniture on her own, her male friend scurries away scared. (The video is embedded on this page. Visit our video library for more videos.)

The ad is titled Forget to Keep Hidden (Luem Aeb).

The group Thai Transgender Alliance complained about the ad in a January 9 letter to the Swedish retail giant, Reuters reported.

“The MTF transgender/transwoman character is openly mocked as being 'deceitful,'” the group wrote. “The transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for 'deceitful and deviant lifestyle.'”

“Ikea has spoken to the group over the telephone and the conversation went very smoothly,” a marketing official at IKEA Thailand said. “We are now drafting a letter in response.”