J&B Spain Christmas Ad Encourages Coming Out in Family

J&B Spain has released a Christmas commercial titled 'She, un racconto di J&B' that tells the story of an elderly man discovering makeup and using it to connect with his grandson, Alvaro, who appears unhappy. The ad opens in a rural Spanish setting where the protagonist, a grandfather, secretly begins experimenting with makeup after finding his wife's lipstick. He buys eyeshadow palettes, studies makeup techniques in magazines, and practices in front of the mirror without telling anyone. During Christmas dinner, he notices his grandson's sadness and brings him into his world of powders, lipsticks, and mascara, applying makeup with care. The family is moved and accepts them. The commercial uses Elvis Costello's song 'She' and aims to encourage people to be themselves, especially within the family, and to support loved ones coming out. While acknowledging it as a marketing and rainbow-washing effort, the ad is noted for choosing the typically conservative grandfather figure to break down homophobia barriers. The spot was published on Artribune on December 2022.