The J&B whiskey brand is unveiling a committed Christmas campaign this year.
Designed for the Spanish market, the commercial entitled
She
, like the Charles Aznavour song (covered by Elvis Costello) that accompanies it, positions itself in support of transgender people.
The short film tells the story of Ana, a young trans woman who visits her family at Christmas.
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The commercial starts in a village, in the house of an old couple whose husband secretly sneaks into the bathroom to steal his wife's makeup.
Very absorbed in this new hobby, the old man applies himself, day after day, to trying his wife's lipstick or glittery eye shadow bought in a supermarket.
We can also see him studying fashion magazines, make-up advertisements, and progressing over the days on his technical qualities as a make-up artist.
The viewer nevertheless understands that this training involves another person.
The announcement takes a real twist when the 26-year-old trans granddaughter character, originally introduced as Alvaro, arrives at her grandparents' home.
When the whole family arrives for Christmas Eve dinner, the grandfather takes Alvaro aside in the bathroom, and does her make-up.
The two exit the room and Alvaro is introduced as Ana to the rest of the group.
After a few moments of emotional excitement, Ana is kissed by her parents and a toast is then given to her, along with J&B.
“This story is a reflection of acceptance, respect and above all tolerance,” explains Úrsula Mejía-Melgar, marketing director for Southern Europe at the spirits group Diageo, who intends to convey a message about the reality of many people. LGTBIQ+, rejected within their own families.
A particularly complicated reality during the holiday season, "also for families who often also suffer from the absence of loved ones who, due to their gender identity or sexual preference, are not present", further explains the brand.
The advertisement, produced under the aegis of the agency El Ruso de Rocky, is part of a more global campaign by the whiskey brand which since June has been celebrating LGBTQI+ diversity in rural areas through a film series.
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