The first commercial to feature a gay couple has aired in Mexico, and it's all thanks to Colgate.

The toothpaste brand's #SmileWithPride campaign kicks off with a touching ad showing a gay couple moving into their new apartment together.

Mexico's Zocalo Saltillo reports:

“In the spot, a grandfather and his grandson decide to help their new neighbors, a gay couple, to move a chair [into their new home]. ‘Sometimes you just need a smile,’ says the commercial, while showing the two new neighbors hold hands and stand in their new home.”

The commercial's timing comes just weeks before Mexico celebrates Gay Pride. Last month President Enrique Peña Nieto proposed that the country's constitution be revised to legalize same-sex marriage.

h/t: Towleroad