Pantene partnered with GLAAD and the Trans Chorus of Los Angeles for the advert.
Pantene has released a new advert series called Going Home for the Holidays. The series of adverts aims to highlight the issues that the LGBTQ community face in returning home for the Christmas period.
The advert starts with some figures saying that 137 million Americans would return home for Christmas with 44% of the LGBTQ community feeling that they can’t be their true self at home.
The advert sees the Trans Chorus of Los Angeles singing I’ll Be Home for Christmas, before focusing on Crystal S, Steven H and Miliana S returning home for the holidays. Separate videos series explores each of their stories.
The advert ends by saying: “Whenever, wherever, however you come home. Coming home should be #BeautifuLGBTQ.”
Ilaria Resta, the vice-president at Procter & Gamble, which owns Pantene, said: “Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people.
“Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays – as well as their irrepressible desire to be their true selves – will inspire others in the community and remind us all what true beauty is about.”
Pantene has also pledged to donate $100,000 to Family Equality, a group that strives to improve the lived and legal rights of LGBTQ families.
You can watch the advert below.