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Company: Justerini & Brooks
    View Company Scorecard / Contact Company
Brand: J&B
Ad Title: She, a tale by J&B/She, un cuento de J&B
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Spain
Region: Europe
Agency: unknown
Year: 2022
Target: Gays & Mainstream
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Theme(s)

Trans Beauty

Theme Breakdown

AdRespect Score: 
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‘She’ by Elvis Costello plays in the background as a married grandfather secretly learns to put on makeup, sneaking away moments from his wife by going to his bathroom.

The whole family gathers in the house for Christmas and in a twist halfway through the ad, the grandfather sneaks his grandchild, Álvaro, away to the bathroom and applies his newly learned skills to Álvaro’s face. As the two reenter the dining room, Álvaro is now “Ana.”

The tagline is “La magia no solo está en la Navidad. Tambien Està en nosotros,” which translates to “Magic is not only at Christmas. It is also in us.”

The brand chose their lead actress Ella Di Amore who was in the process of transitioning gender.

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