Christmas ad 'bringing people to tears' shows grandfather applying makeup to grandson's face — and grandson presenting as female to family around dinner table

A J&B Blended Scotch Whisky commercial from Spain is "bringing people to tears with its message of love and acceptance," Today reported.

The description of the ad on YouTube — via Google Translate — reads, "At J&B we want everyone to be able to celebrate at Christmas, without anyone being left out. But, sadly, on these dates, many people from the LGTBIQ+ collective feel uncomfortable or rejected in their own families and cannot celebrate with them. For this reason, we have made this Christmas story starring a grandfather and his family."

What are the details?

The ad begins with the grandfather trying to learn how to apply makeup to his face without his wife finding out as a version of the song “She" plays in the background, Today noted.

Image source: YouTube screenshot

After multiple attempts, Today said the grandfather finally "studies himself in the mirror, sporting a full face of expertly applied makeup."

Image source: YouTube screenshot

"At first, it seems like the commercial is about the grandfather exploring his own identity — but then comes the emotional twist," Today continued.

Family members soon arrive at the grandparents' house for Christmas dinner — including 26-year-old "Alvaro."

Image source: YouTube screenshot

The grandfather motions for Alvaro to come with him — and the pair enter a bathroom, after which the grandfather locks the door.

With that, the grandfather "uses his newfound makeup skills to lovingly transform his grandchild’s look, applying a beautiful, bold red lip, blush and winged eyeliner," Today said.

Image source: YouTube screenshot

Finally, Alvaro and the grandfather emerge from the bathroom — and "Alvaro" has become "Ana" and is "appearing to come out to the family as transgender," Today added.

Image source: YouTube screenshot

"The family is surprised at first, but a second later, Ana's mother stands and embraces her, moved to tears, and the rest of the family looks on with love and approval," Today said in its description of the commercial.

The ad's only clear connection to J&B is a shot at the end showing a bottle on the dinner table along with family members drinking it.

She, un cuento de J&Byoutu.be

How are folks reacting to the ad?

Today said the commercial — which was posted two weeks ago and has received 1.7 million views on YouTube as of Monday morning — has "deeply touched many viewers."

The program noted the following comments:

• “What a twist at the end — I couldn’t stop crying. If only there was this much love and acceptance in all families and around the world.”
• “I literally cannot get through this without bursting into tears. I am sobbing, this is such a beautiful message.”
• “I would have given anything to have received acceptance like that when I was growing up. I’m so glad the world is evolving!”

But not every commenter saw it that way, as among the newest reactions include:

• "Disturbing."
• "Absolutely disgusting."
• "I wish companies would stop with this crap."