This trans-inclusive Christmas ad will melt your heart
"It has made this straight cis man cry"
A cross-generational, trans-positive Christmas ad is racking up huge views online with its emotional message.
And it has nothing to do with John Lewis!
The clip, which has all the hallmarks of short film competing at a prestigious festival, was shared by JB España at the weekend.
Titled ‘She’, it appears to be set in rural Spain.
Furthermore set to the Elvis Costello song ‘She’, the Spanish whisky brand’s three-minute video depicts an older man exploring cosmetics.
Later, the protagonist applies make-up to a younger family member before a Christmas meal.
Many have interpreted the video as being about the connection between a young trans woman and her grandfather.
“This ad by @jb_spain is beautiful, it has made this straight cis man cry,” tweeted one viewer named Pablo Echenique.
“[It’s] very existence means that the need to shield the rights of trans people is the majority in society,” continued the Argentine-born Spanish physicist and politician, who has 606.3k followers on the platform.
“It is inexplicable that there are political groups that do not understand it,” he also added.
Echenique’s share of the ad alone has attracted 376.8k views and counting.
A brand rep said (as per ReasonWhy): “It’s 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.”
The rep added: “This story is a reflection of acceptance, respect and above all tolerance.”
The ad was co-created by the creative agency El Ruso de Rocky and furthermore the production company Agosto. It was directed by Gabe Ibáñez.