{"id":21252,"date":"2022-12-06T07:56:23","date_gmt":"2022-12-06T07:56:23","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/jb-holiday-ad-furthers-diageos-support-for-trans-community\/"},"modified":"2022-12-06T07:56:23","modified_gmt":"2022-12-06T07:56:23","slug":"jb-holiday-ad-furthers-diageos-support-for-trans-community","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/jb-holiday-ad-furthers-diageos-support-for-trans-community\/","title":{"rendered":"J&B Holiday Ad Furthers Diageo’s Support for Trans Community"},"content":{"rendered":"

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This year has been huge for global drinks maker Diageo<\/a>, which has run several initiatives to support LGBTQ+ communities, seeing its leadership recognized and celebrated for doing so. That work has continued into the holiday season, this time with its Scotch whisky brand J&B, which has released a Spanish holiday campaign that aims to back trans people during their transitions.<\/p>\n

This campaign comes at a time when the rights of queer and trans people are in jeopardy and the community\u2019s support from brands and celebrity ambassadors has come under scrutiny<\/a>. This has been seen most recently in connection to the 2022 World Cup held in Qatar, where LGBTQ+ rights do not exist. Because of this (and other issues), the host country and those promoting the tournament have been vilified by advocacy groups and allies.<\/p>\n

The three-minute holiday spot titled \u201cShe, un cuento de J&B\u201d\u2014translated into English as \u201cShe, a J&B Tale\u201d\u2014was released over the final week of November in Spain from creative agency El Ruso de Rocky and the production company Agosto.<\/p>\n

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Directed by Gabe Ib\u00e1\u00f1ez, the aim of the film is to offer insight and a voice for trans people during such a vital moment in their lives.<\/p>\n

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We want everyone to feel free to celebrate the holidays, giving visibility to a reality that thousands of people face, including the LGBTIQ+ collective who seek a safe space to be and show themselves openly.<\/p>\n

\u00darsula Mej\u00eda-Melgar, marketing director for South Europe at Diageo<\/cite><\/p>\n<\/blockquote>\n

The film features an elderly man who borrows his wife\u2019s makeup as he begins to explore his gender expression. Not able to produce the look he wants, he sets out to the local store to buy his own makeup and learns how to use the products in secret. Later, he stops at a bus stop to admire the eye shadow of a model on a poster but looks the other way when another man sits down at the bus stop.<\/p>\n

When his family comes over for a holiday gathering, he sees himself in his grandchild\u2014the 26-year-old \u201cAlvaro\u201d\u2014 and recognizes that they need support and guidance. He beckons Alvaro to follow him during the gathering, leading them to the bathroom where he teaches them the makeup lessons he has learned from his recent practice.<\/p>\n

Alvaro is then presented to the family as \u201cAna\u201d and she is welcomed by both her mother and father.<\/p>\n

At the end, the two raise a glass of J&B to each other to celebrate Ana\u2019s new stage of life.<\/p>\n

Playing over is the Elvis Costello cover of \u201cShe\u201d from 1999, which was originally recorded for the film Notting Hill.<\/p>\n

Explaining the purpose of the film, \u00darsula Mej\u00eda-Melgar, marketing director for South Europe at Diageo, said: \u201cFrom J&B we want everyone to feel free to celebrate the holidays, giving visibility to a reality that thousands of people face, including the LGBTIQ+ collective who seek a safe space to be and show themselves openly, but also for families who many times they also suffer the absence of those loved ones who, due to their gender identity or sexual preference, are not present at the parties.\u201d<\/p>\n

Diageo\u2019s ongoing LGBTQ+ support<\/strong><\/h4>\n

Last month, Diageo\u2019s chief HR officer Louise Prashad and chief marketing officer Cristina Diezhandino<\/a> were named Top 50 Ally Executives on the Outstanding LGBT+ Role Model Lists\u00a0by diversity and inclusion organization Involve. This is the eighth consecutive year that executives from the company have been featured on the list due to the inclusive culture the company has developed.<\/p>\n

Diezhandino this year saw the Diageo Rainbow Network celebrate Pride with its largest flag-raising event across 85\u00a0sites, displaying the flag at distilleries, offices and production sites.<\/p>\n

It also launched a partnership with the first national LGBTQ+ museum in the U.K. called Queer Britain and it became a founding sponsor of OutBritain, the U.K.\u2019s first LGBTQ+ Chamber of Commerce to support businesses owned by members of the community with a target to increase its global spend with diverse-owned businesses to 15% by 2030.<\/p>\n

\u201cAs part of Diageo\u2019s ongoing commitment to creating a fairer, more inclusive society, we\u2019re honored to support an archive that strives to reinforce that all-important sense of belonging and connection for the community,\u201d commented Conor Brown, chairman of Diageo\u2019s Rainbow Network Group when speaking about the Queer Britain partnership.<\/p>\n

Diageo has already run several events this year, including a virtual Drag Bingo Session through its vodka brand Smirnoff for its North America Rainbow Network and a Learning for Life event aimed at upskilling across LGBTQ+ venues held at the Johnny Walker Experience in Edinburgh.<\/p>\n

Smirnoff was also a sponsor of Toronto Pride in\u00a0Canada where\u2014for the first time\u2014the vodka brand\u2019s teams marched alongside The Liquor Control Board of Ontario (LCBO).<\/p>\n

A happy hour called \u201cStories That Inspire\u201d was held in Venezuela\u00a0with Tamara Adrian, the first transgender person elected to office in the country, supported by Diageo\u2019s Gordon\u2019s Gin to share stories of human rights.<\/p>\n<\/p><\/div>\n