J&B Spain has unveiled its 2022 Christmas ad, pledging its support to the LGBTQIA+ community this festive season.
The emotional three-minute film, produced by creative agency El Ruso de Rocky and production company Agosto, aims to highlight the difficulties trans people face during their transitions.
‘She, un cuento de J&B’ sees an old man borrow his wife’s makeup to explore his expressions of gender. He tries several times to get the perfect look and even uses a bus stop poster to compare the details of the eye shadow he wears. When his family come over for Christmas dinner the old man recognises that his grandchild Alvaro needs some support. The old man then takes Alvaro into another room to help his grandchild with his makeup and put his practice to the test. When the pair eventually re-emerge the family are taken aback by the majesty of Alvaro’s appearance who is then welcomed by the family as ‘Ana’.
Towards the end of the festive spot – which features Elvis Costello’s cover of ‘She’ throughout – the family all raise a glass of J&B whisky in celebration of Ana’s identity.
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“From J&B 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 many times they also suffer the absence of those loved ones who, due to their gender identity or sexual preference, are not present at the parties,” Diageo South Europe marketing director, Úrsula Mejía-Melgar, said.
The Spanish video has gone viral on Twitter in recent weeks. User Pablo Echenique shared the advert and captioned it: “This ad by J&B Spain is beautiful.
“It has made this straight man cry and his very existence means that the need to shield the rights of trans people is the majority in society. It is inexplicable that there are political groups that do not understand it.”
Este anuncio de @jb_spain es una hermosura, a este hombre cis hetero le ha hecho llorar y su propia existencia significa que la necesidad de blindar los derechos de las personas trans es mayoritaria en la sociedad.
Es inexplicable que haya grupos políticos que no lo entiendan. pic.twitter.com/CWR2uCHwZe
— Pablo Echenique (@PabloEchenique) December 3, 2022
