A whisky company’s new Christmas commercial depicts a pro-transgender theme showing an older man teaching himself how to apply makeup so he can put it on his grandson.
The commercial created by J&B Whisky titled “She,” begins with the older man locking himself in his restroom and secretly applying his wife’s makeup.
“The man sneaks into the bathroom multiple times to perfect the practice of putting on lipstick, blush, and mascara. He gets stares at his local drug store when buying eyeshadow,” Fox9 reported.
The end of the Christmas commercial reveals the older man taught himself how to apply makeup so he could put it on his transgender grandson.
The grandpa takes his dysphoric grandson into the bathroom and applies makeup on him before emerging to a supportive embrace from his family.
The video’s description, which translated to English from Spanish, states that the company wants “everyone to be able to celebrate at Christmas, without anyone being left out.”
“But, sadly, on these dates, many people from the LGTBIQ+ collective feel uncomfortable or rejected in their own families, and cannot celebrate with them,” the description continued.
“For this reason, we have made this Christmas story starring a grandfather and his family. In addition, we have the interpretation Ella Di Amore, a 26-year-old multidisciplinary trans artist, who gives voice and visibility to the collective,” it adds.
The maker of J&B Whisky, Diageo, said the commercial is meant to show that “the love that unites them is so great it can overcome any prejudice or barrier.”
“At J&B we want everyone to feel free to celebrate at Christmas, to give visibility to a reality that thousands of people in the LGBTQ+ community face in seeking a safe space to be their true selves during the holiday season,” said Úrsula Mejía-Melgar, Diageo’s marketing director for Southern Europe.
The commercial has racked up more than 1.6 million views on social media since being released earlier this month.