A heartwarming Spanish language holiday ad for J&B whiskey is being celebrated for its quiet, beautiful message of love and acceptance.
The spot, titled “She,” begins with a senior man playing with lipstick. Next we see him noticing makeup in cosmetic ads. As he advances to experimenting with eyeshadow and more, you might think the ad was about the gentleman coming to terms with his trans identity.
But when the family arrives for Christmas dinner, we meet his trans granddaughter, introduced via chyron as 26-year-old Álvaro. As the family begins to assemble dinner, granddad gestures to his granddaughter, who is presenting as male.
Once in private, he helps his granddaughter apply her makeup. And as they return to the family, the chyron now identifies her as Ana. The family is sitting around the dinner table as they look up, and their acceptance is pure joy for Ana.
Text on the screen reads, “The magic is not only in Christmas. It is also in us.”
In a press statement, J&B explained: “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.”
J&B Marketing Director for Southern Europe Úrsula Mejía-Melgar said in a post on LinkedIn that the short was “one of the most beautiful projects of my career.” She added that she hopes this Christmas “everyone can sit at the table being who we are, so that no one is missing.”
And yes, I definitely cried watching this.