This Christmas whiskey ad about trans acceptance is warming hearts around the world

This whiskey ad about trans acceptance is warming hearts around the world
Photo: Screenshot

A Spanish whiskey advertisement is warming hearts around the world for its call to families to accept their trans family members this holiday season.

The ad for J&B whiskey, called “She,” opens with an elderly man trying on makeup and reading cosmetic magazines as he practices applying lipstick and eyeshadow.

At first, it seems the ad is about this man discovering his trans identity, but as the ad goes on, it becomes clear he is learning about makeup to be able to support his trans granddaughter.

The ad shows the grandfather’s family arriving for Christmas, including his trans granddaughter, who is initially introduced in the ad as 26-year-old Álvaro. While the family prepares a feast, the grandfather whisks away his granddaughter, who at that moment is presenting as male, and helps her apply a full face of makeup.

When she returns to the family, the ad now identifies her as Ana. Her entire family is brought to joyful tears and embraces her.

The ad then reads in Spanish: “The magic is not only in Christmas. It is also in us.”

The ad is being hailed for its inclusive message.

A statement from J&B said the ad is “a Christmas story that tells the beautiful story between a grandfather and his granddaughter, and how the love that unites them is so great that it overcomes any prejudice or barrier that may separate them.”

“This story is a reflection of acceptance, respect, and above all tolerance.”

J&B Marketing Director for Southern Europe Úrsula Mejía-Melgar added, “We want everyone to feel free to celebrate the holidays, giving visibility to a reality that thousands of people face, including the LGBTIQ+ collective, who seek a safe space to be and show themselves openly. But also for families, who often also suffer the absence of those loved ones who, due to their gender identification or sexual preference, are not present at the parties.”

In a post on LinkedIn, Mejía-Melgar said the short was “one of the most beautiful projects of my career” and said it communicates a hope that this Christmas, “everyone can sit at the table being who we are, so that no one is missing.”

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