A beautiful new campaign from Pantene centers transgender and nonbinary people in its holiday ads.
The company best known for its hair care products partnered with GLAAD for the “Coming Home Should Be BeautifuLGBTQ,” which features the Trans Chorus of Los Angeles.
“137 million Americans will travel home this holiday season. Forty-four percent of LGBTQ people feel they can’t come home as their true selves,” the ad reads as members of the chorus sing “I’ll Be Home for Christmas.”
The spot features Crystal S. of Woodbridge, Va., Steven H. of Torrance, Calif., and Miliana S. of Haines City, Fla. all heading home for the holidays.
“Whenever, wherever, however you come home. Coming home should be #BeautifuLGBTQ,” the ad reads.
A follow-up spot features MJ of Pomona, Calif., discussing the importance of their chosen family.
“Going home for the holidays is a hard question, but I have so many brothers and sisters and siblings. I have a huge family,” MJ says.
“The importance of finding chosen family, I think is key in the trans community. My chosen family is important because they saved my life. My chosen family are the ones who helped me when I was homeless.”
“Home is not just where I lay my head. It’s the people around me. The people who support me, and the people who love me unconditionally,” MJ continues.