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.

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