Diageo, the parent company of Guinness, has stirred controversy with an advertisement for its J&B whisky.

The ad, titled “She,” features a Spanish grandfather secretly obsessed with wearing makeup.

The grandfather purchases makeup covertly and applies it late at night to avoid detection by his family.

In the ad’s conclusion, he teaches his apparently transgender grandchild how to use makeup.

Originally aired during the last holiday season, Diageo claims the ad aims to demonstrate that “the love that unites them is so great it can overcome any prejudice or barrier.”

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Úrsula Mejía-Melgar, Diageo’s marketing director for Southern Europe, provided a statement to Fox9, saying, “At J&B, we want everyone to feel free to celebrate at Christmas, to give visibility to a reality that thousands of people in the LGBTQ+ community face in seeking a safe space to be their true selves during the holiday season. ‘She’ is a story that invites everyone to celebrate Christmas freely.”

The ad has drawn criticism for its seemingly irrelevant connection to the advertised product, with the J&B whisky only appearing briefly at the end of the commercial.

Critics argue that such a strategy may lead viewers to remember the ad’s unusual storyline but forget the product it promotes.

This controversy highlights the ongoing debate about the role of businesses in addressing social issues and the potential consequences of taking a stance on divisive topics.

As companies increasingly venture into these discussions, it is essential for them to carefully consider the implications of their marketing strategies and the impact on their target audience.

The Guinness parent company’s controversial ad raises questions about the effectiveness of advertisements that focus on social issues rather than the products they promote.

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While some may appreciate the ad’s message, others may question its relevance to the product and its potential to alienate or confuse potential customers.

As companies navigate the complexities of social issues in advertising, striking a balance between promoting their products and addressing societal concerns remains a challenging task.