Ritz has joined the train of LGBTQ+ inclusive holiday ads.
Its new campaign, “Where There’s Love, There’s Family,” shows "the beauty and importance of chosen families," according to a statement from a Ritz spokesperson.
The minute-long spot available online showcases several groups of people in nontraditional circumstances: a mother and daughter in a homeless shelter, a senior citizen's home, and a gathering of LGBTQ+ friends.
The ad begins with a queer person who is estranged from his biological family; a look at his phone screen shows numerous texts that go unreturned from his mother. It ends with his joining a logical family of queer people of color for a holiday celebration that includes, of course, Ritz crackers.
"At Ritz, we believe everyone should feel like they belong. That’s why this holiday, we’re encouraging people to rethink what it means to be family," the campaign's site reads.
The ad, which will be distributed nationally in 30- and 60-second spots, was made in collaboration with the Martin Agency. It also points viewers to a landing page to support three nonprofit organizations: Hispanic Star, Invisible People, and the It Gets Better Project, which seeks to "uplift, empower and connect lgbtq+ youth across the globe."
Recently, Etsy also released a queer-inclusive holiday ad showcasing a Black gay couple being accepted by family during a holiday celebration.
Watch the heartwarming Ritz ad below.