ASDA's decision to feature Tayce in its new Christmas campaign reflects a major shift in advertising. It clearly signals the rising mainstream popularity of drag culture, with inclusivity now a top value for brands.
Tayce's fabulous in-drag gnome, who helps to set up the display of a sparkly sequin dress, saying: 'Oh, that's absolutely gorgeous.' This small but impactful role highlights the integration of drag into mainstream culture.
Social media has erupted with love for the Welsh star's appearance; fans have expressed their excitement, highlighting how Tayce has stolen the show in this historic advertisement.
I think this has given brands lots of confidence to go for it, and it marks the beginning of an exciting new era in celebrity brand endorsements.
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