This study focuses on the transgender community's presence and portrayal in advertisements that reach a broad, mainstream audience base. Through a mixed-methods use of focus groups and qualitative content analysis, the content, context, and framings of ads between the years 2015 and 2018 are explored to illustrate current portrayals of the trans community and how the industry is approaching this subcultural group. Its findings contribute to advertising research by exploring current trends in trans portrayals in the cultural context they exist. Because trans advertising in both LGBTQ+ publications and to mainstream audience is largely unexplored, this study seeks to begin a conversation among advertising professionals. The main objective is to ultimately improve the number of genuine, positive portrayals of trans people in advertising and hold the industry accountable for the role they play in serving this community.