A new advertisement by IKEA offended a Thai transgender group and resulted in them sending an open letter to the furniture retailer in which they call the commercial "negative and stereotypical" among other things, according to Reuters.

The 20-second commercial by the world's biggest furniture retailer is posted on YouTube and was shown on Bangkok's trains in December and January, entitled "Luem Aeb" ("Forget to Keep Hidden"). The video was called "disrespectful" to transsexuals, according to the Thai Transgender Alliance, which demanded an explanation fro the Swedish retailer. The group also called the video " a gross violation of human rights."

In the clip, a Thai man and his girlfriend are shopping at an IKEA furniture store. She sees pillows on sale and when she gets excited, her feminine voice falls to a deep male-like tone. The man is so shocked that he runs off as she is about to carry a heavy box of flat-packed furniture.

According to the Alliance, the IKEA ad in question promotes the idea that transgender people seek to trick others. Its letter to the furniture retailer said that "the transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for 'deceitful and deviant lifestyle.' "

Reuters noted that transgenders are widely accepted in Thailand and have places in the fashion, beauty and entertainment industries.

A marketing official at IKEA Thailand said Thursday that the retailer spoke with the group in response to the complaint filed on Jan. 9.

"IKEA has spoken to the group over the telephone and the conversation went very smoothly. We are now drafting a letter in response," the official said, who asked to remain anonymous.

Watch below the IKEA transgender ad as it aired originally.