Pantene is launching the “Family is #BeautifuLGBTQ” series from Grey New York to tell the stories of real LGBTQ-adoptive families, and celebrate the special moments that bring them together, during National Adoption Month.

LGBTQ+ couples are seven times more likely to adopt than non-LGBTQ+ couples and more likely to adopt children who have the most difficulty finding forever homes.

This first film in the series that captures real-life family connections introduces us to Raymond & Robbi and their daughter, Ella.

Matthew Puccini of UNIT9 directed the three films in the series.

The campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round. Grey’s earlier “Home for the Holidays” and “Don’t Hate Me Because I’m #BeautifuLGBTQ” were widely acclaimed.

Pantene has joined up with Family Equality dedicated to advancing legal and lived equality for LGBTQ families.

Credits

Client P&G/Pantene Agency Grey New York & Townhouse Justine Armour, chief creative officer; Javier Bonilla, executive creative director; Amanda Brencys, creative director; Bryan Burns, associate creative director; Emily Pracher, sr. art director; Lauren Friezo, strategy director; Keira Rosenthal, executive producer (Townhouse); Leland Drake, music producer (Townhouse); Natasha Howell, VP, head of talent (Townhouse). Production UNIT9 Matthew Puccini, director; Emily Malito, exec producer; Annie Tritt, photographer. Editorial Cut + Run Stacy Peterson, editor; Hope Duhaime, producer; Lauren Hertzberg, managing director.

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