Watch: Emotional Christmas whisky ad sends powerful message about transgender acceptance

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Spoiler alert! Tissues may come in handy for this Christmas ad from J&B Whisky’s latest campaign, which features a makeup-wearing grandfather and an unexpected twist.

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Warning: Tissues may come in handy for this emotional Christmas ad from J&B Scotch Whisky’s latest Spanish campaign., was created to highlight the issue of "homosexolitude," or the pressures LGBTQ+ people feel to behave differently, change their appearance or even shy away from holiday gatherings with family and friends for fear of not being accepted.as he secretly teaches himself how to apply makeup, but viewers don’t know why until the end.

"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," Úrsula Mejía-Melgar, Diageo’s marketing director for Southern Europe, said in a prepared statement.

A 2022 study by the Ministry of Equality in Spain found that 77% of trans or non-binary people feel family visits are difficult, and 19% purposely avoid family encounters, according to Diageo. READ MORE:

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That poor boy has autogynephilia. He needs a psychiatrist ASAP.

Freaks

😂🤣😅😆

Smh...still trying to shove this crap down people's throats

More of John Money… the psychologist who invented gender identity.

Stop with the insanity. Why don’t you take a look at the inventor of gender identity and the horrific acts he perpetrated on children.

How are they a marginalized community when they are less than 1% of the population and literally everywhere you look? transgender has been around my entire life since the 70’s. Stop already.

Absolutely disgusting. It's not loving to let mental illness go untreated

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