J&B - “She” / “She, un cuento de J&B” (2022) 3:00 (Spain)

This film follows an old man as he becomes quite engrossed in a new hobby. Makeup, and its application. He steals lipstick from his wife, he buys some glittery eye-shadow at the supermarket. He studies fashion magazines, makeup ads, and spends countless time in the bathroom applying all these things to his own face, gradually becoming a better makeup artist. 

But, there is a rug-pull after all this sneaking around. The old man isn't learning all of this for himself, but for his grandson. At Christmas, his children and his 26-year old grandson “Alvaro” arrive. The old man soon takes Alvaro aside, and in the bathroom, he applies makeup on him. He then reintroduces Alvaro as  “Ana” to his parents. At the end of the dinner, he toasts to  “Ana” with J&B.

Úrsula Mejía-Melgar, marketing director for South Europe at Diageo, explains: “From 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.”

Client: Diageo
Marketing director: Úrsula Mejía-Melgar

Directed by: Gabe Ibáñez

Music: Elvis Costello “She”