Heartwarming Christmas Ad from J&B Highlights the Importance of Trans Acceptance

” She, un cuento de J&B” – She, a J&B tale

J&B whiskey brand has launched a heart-warming Christmas ad in Spain calling on families to accept their trans family members this holiday season.

The three-minute film directed by Gabe Ibáñez opens with an elderly man unsuccessfully trying on makeup. He heads out to learn more about how to do it right – buying more cosmetics and even studying billboards to pick up style tips on how to get it right.

While at first, the film might seemingly be about a man discovering his trans identity, we later find out in the reveal that is so much more.


The nicely shot film, anchored by the song “She” closes with: “The magic is not only in Christmas. It is also in us.”

According to J&B: “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.”


Marketing Director Southern Europe for Diageo, Úrsula Mejía-Melgar added, “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 often also suffer the absence of those loved ones who, due to their gender identification or sexual preference, are not present at the parties.”


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