J&B Whiskey has been praised for a brave new Christmas campaign that promotes trans people.
Made for the Spanish market, the spot starts in an old couple’s home and sees the man secretly weasel himself away to apply his wife’s make-up.
The ad takes a real twist when a character who appears to be their trans granddaughter arrives at the couple’s home, initially introduced as Alvaro. They take them to the bathroom and give them a makeover with the hidden makeup.
They are then taken out to greet the family at Christmas and introduced by their real name, Ana. After a few nervous moments, Ana is then embraced by the family.
The work has since been met with wide support on social media channels. One person wrote: “Wowww this ad is incredible. Made me cry. Support trans rights.”
While another said: “Well, that’s me crying. Beautiful!”
Check out the work below:
A spokesperson for the whiskey brand said of the campaign: “It 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.”
The spokesperson said they wanted to use the ad to give “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.”
