J&b Whiskey Goes Full Woketard As Grandpa Puts Makeup On To Relate To His Trans Grandchild

The three-minute spot follows an older man in rural Spain as he secretly teaches himself how to apply makeup, but viewers don’t know why until the end. The man sneaks into the bathroom multiple times to perfect the practice of putting on lipstick, blush and mascara. He gets stares at his local drug store when buying eyeshadow.

When the man’s family arrives at his home for Christmas dinner, he takes his transgender grandson into the bathroom and puts his makeup on. The grandson emerges with a full face of makeup, completing the cringy moment that somehow is supposed to make you drink whiskey, perhaps to forget this commercial.