Pantene's Lovely Message of LGBTQ Support Reflects on Going Home for the Holidays

"I'll Be Home for Christmas" has been one of the holiday season's most heartbreaking songs since it was written in 1943 to honor U.S. soldiers separated from their families by World War II. Thanks to the song's title and descriptive lyrics about festive decorations, it's easy to forget the caveat that haunts the end of each chorus: "I'll be home for Christmas, if only in my dreams." One group that's painfully familiar with the song's theme of love kept at a distance is the LGBTQ community, with many not feeling safe or welcome when returning home for the holidays. In a touching reflection on this emotional and complex issue, haircare brand Pantene and agency Grey created a holiday ad that features the Trans Chorus of Los Angeles and the real stories of some of its members. The group sings "I'll Be Home for Christmas" as individuals and couples prepare themselves emotionally for the journey home. The ad notes that 44% of LGBTQ people feel they cannot be their true selves when they visit family because their appearance or relationship might not be accepted. [kickout id="1"] “Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people,” said Ilaria Resta, North American vp of hair care for Procter & Gamble. “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." The holiday spot builds on the brand's "Don't Hate Me Because I'm Beautiful" campaign from this year's Pride Month in June, when Pantene and Grey modernized and reinterpreted a decades-old tagline into a message of LGBTQ support. In addition to the ad, Pantene will donate $100,000 to the nonprofit Family Equality, which is focused on creating homes that are welcoming to all. "Family Equality is excited and proud to join Pantene's inclusive embrace of all family members during the holidays," said the Rev. Stan J. Sloan, CEO of Family Equality. "Families of origin, families that are formed and chosen families all have a role to play in the beautiful patchwork of love and acceptance that makes up our LGBTQ+ community." The "Going Home for the Holidays" campaign includes interviews with four of the Trans Chorus members featured in the ad: [kickout id="2"] [kickout id="3"] [kickout id="4"] [kickout id="5"] CREDITS: Creative agency: Grey Advertiser: Pantene Spot Title: I’ll Be Home for Christmas First Air Date: 12/5/19 Agency: Grey & Townhouse VP, NA Hair Care: Ilaria Resta Brand Director: John Brownlee Global LGBT+ Equality Program Leader: Brent Miller Brand Manager: Leif Edgar Brand Manager: Maris Croswell Assistant Brand Manager: Bret Senior Senior Communications Manager: Muhammad (Bilal) Lakhani Chief Creative Officer: John Patroulis Executive Creative Director: Javier Bonilla Executive Creative Director: Joe Mongognia Creative Director: Arturo Macouzet Associate Creative Director: Bryan Burns Senior Art Director: Emily Pracher Executive Producer: Keira Rosenthal Senior Producer: Kelsey Longo VP, Music Producer: David Lapinsky Music Producer: Leland Drake Global Strategy Director: Julia Perissinoto EVP, Global Account Director: Anjali Jain SVP, Account Director: Kate Bernhardt Account Executive: Samantha Simon Content Architect: Andrew Pattee Project Manager: Morgan Marc VP, Head of Talent: Natasha Howell Business Manager: Beverly Beach Anthem Editor: Stacy Peterson Interview Editor(s): James Donahue + Stacy Peterson Producer: Hope Duhaime Managing Director: Lauren Hertzberg Jogger Senior Producer: Mike Tockman Lead Flame Artist: Joseph Grosso Flame Artist: Matthew Dolven Flame Asst.: Rachel Driver

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Pantene's Lovely Message of LGBTQ Support Reflects on Going Home for the Holidays

44% say they can't be their true selves among family

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