The One Show
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Category
Casting
Annual ID
OS23_MI040B
About the Work
Christmas should be a happy time when we and our families get together to
celebrate with each other. Or at least that’s what the majority of advertising
campaigns show us. Yet, many members of the LGTBIQ+ community have a very
different experience of this festive period. Due to a phenomenon known as
“homosexolitude”, many feel rejected by their own family, obliged to return to the
closet or even spend this holiday alone.
Moreover, according to the Ministry for Equality, in Spain family was the most difficult
context for 77% of trans or non-binary people during their transition.
J&B is a whisky that doesn’t want anybody to be left out of the celebration and that’s
why its Christmas campaign gives centre stage to those who rarely have one: the
trans people. This Christmas tale tells the story of a grandad who does everything
possible to make his granddaughter feel accepted and honoured, allowing her to celebrate the period as she really is.
This story needed a great lead actor, our grandfather, capable of touching our hearts on his personal journey, and an actress who could feel and transmit the emotion of this story.
And as soon as we saw the casting of "the grandfather" role, we knew it was him. A brilliant actor who perfectly played this village grandfather who secretly learns to put on makeup. You don't know why he does it, you just know you can't stop looking at him. And when you finally discover the real reason, the emotion with which he interprets that moment in deeply moving.
And as for our granddaughter, Ella, she is a trans artist who from minute-one connected with the story and made it her own. The tenderness with which she looks at her grandfather in the bathroom while he does her makeup, or the moment when she finally exposes herself to her family as she really is, responds to a tender and sincere performance of this young artist.
Through this digital spot we wanted to send a message of acceptance and freedom for all, and invite families to not allow any of their members to feel left out of this
celebration.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
El Ruso de Rocky / Madrid
Client / Brand
Diageo
Production Company
Agosto / Madrid
Art Director
Alberto de Santos
Álvaro Marugán
Copywriter
Pita Sagra
Creative Director
Ángela Pacheco
Executive Creative Director
Ángel Torres
Lucas Paulino
Producer
María Iglesias
Strategist
Laura Alfaya
account director
Fernando Perez
Account executive
Paloma Roc
Brand Manager, J&B
Paula Alvarez
Client Services Director
Estefania Gimeno
Consumer & Shopper Planning Manager
Carlos Crespo
Digital strategist
María Moreno
Marketing Director Southern Europe
Úrsula Mejía-Melgar
Marketing Manager, J&B
Gustavo Belaustegui
Southern Europe Category Marketing Director
Ignacio Navarro
Southern Europe Culture & Entertainment
Celia S. Razola
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