Casually Inclusive H&M Holiday Ad Features Sweet Gay Kiss

If Judy Garland singing “Have Yourself a Merry Little Christmas” doesn’t compulsively make you cry regardless of the circumstance, there may be something broken inside of you.

So throw it on top of a montage of an incredibly vast array of people enjoying their holidays as part of an H&M ad, and yeah, it’s a pretty effective commercial.

The new campaign centers around the idea that we should “enjoy the moments in between,” and spends a full minute and a half showing us moments that aren’t generally considered the peak points of the winter holidays.

Many of them aren’t romantic, but we do get a very sweet stairwell kiss between two guys. A blip of representation in a commercial that seems to do its best to scroll through all walks of life in a short time.

Unfortunately, not everyone can handle .3 seconds of a gay kiss in 90 seconds worth of heterosexual comment. The commercial has a high percentage of thumbs down on YouTube, and comments have been turned off. Meanwhile, on Instagram, H&M has been deleting comments that specifically rail against the LGBTQ community.

But still, it’s far from the first time H&M has included queer representation in its ads, and undoubtedly will not be the last. And seeing queer representation at Christmastime, a holiday that is family-oriented and can often be extra tough for LGBTQ people, if not pointedly dismissive, is particularly meaningful to some.

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Bring on the queer Christmas commercials! The homophobes can handle their coal.