Screen Shot 2015-04-29 at 9.37.29 AMHallmark has released a batch of videos ahead of Mother’s Day asking people talking about their moms — all saying good things, we hope. One clip that caught our eye shows Alex, a transgender man, showering love on his super-mom Pam. It’s pretty damn sweet.

But it’s also more than just sweet. Kudos to Hallmark for actively expanding the definition of a “Hallmark moment” to include LGBT stories. While it remains incredible that honoring experiences outside the norm (whatever that is) is considered political, such is the reality.

Related: Hallmark Goes For The Gay In Adorable New Advertisement

And overcoming any prejudiced viewpoint starts with familiarity  — how many right-wingers suddenly had a “change of heart” about same-sex marriage after their son or daughter came out?

Hallmark doesn’t stand to gain a whole lot by sharing Alex’s feelings for his mama, but they’ve got the right idea to appeal to the emotions of those who stumble upon the video — love is love.

UPDATE: Queerty learned that Alex works at the Los Angeles LGBT Center soAfter his video went viral we contacted him for a statement about the response. “I am in awe of the positive responses the commercial has received,” he said. “My mom and I decided to participate to help show the world that strong and healthy relationships exist between parents and their LGBT children. I hope this commercial reinforces or helps expand people’s beliefs that love transcends all things. Transgender people are just like everyone else: we all want to love and be loved.


Watch below, and don’t forget to call your mother:

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