Danish electronics outlet Elgiganten is promoting inclusivity in its advertisement for this holiday season.
The ad shows a family bustling around a living room that is full of the joy of Christmas, except for a transgender teen who is clearly struggling to feel comfortable among the rest of the family.
The family is opening presents and playing with toys in a living room full of decorated trees, while a transgender teen fiddles with her painted nails. Her father (or possibly another older relative) walks over to hand her a wrapped present, and when she unveils the hair product, a smile appears on her face for the first time.
The ad closes with the company slogan, "Lad gaverne tale," which translates to "let gifts talk." It is intended to remind us that your xmas present has the ability "to say big important and hopeful things."