Haircare brand Pantene teamed up with ad agency Grey and created a touching Christmas ad with a strong LGBT+ message.
“44% of LGBTQ people feel they can’t come home as their true self,” notes the ad from the very beginning. Featured in the ad are the Trans Chorus of Los Angeles singing the classic, heartbreaking holiday season song “I’ll be home for Christmas” and the “real stories of some of its members,” according to ‘Ad Week’. The strong message in the end writes: “whenever, wherever, however you come home coming home should be #BEAUTIFULGBTQ”.
“Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people,” said Ilaria Resta, North American VP of hair care for Procter & Gamble. “Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays—as well as their irrepressible desire to be their true selves—will inspire others in the community and remind us all what true beauty is about.”
The new Christmas spot builds on the brand’s “Don’t Hate Me Because I’m Beautiful” campaign from this year’s Pride Month in June, when Pantene and Grey once more reinterpreted a decades-old tagline into a message of LGBTQ support.
Watch the advert below:
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