December is all about getting ready for Christmas and sharing gifts with the ones you love. While giving presents to each other is something men can do quite easily, sharing deep emotions is usually a much tougher thing. Taking this theme as the key one for its new marketing push, Johnnie Walker collaborated with the BBH NY agency to release a tongue-in-cheek spots exploring this purely male characteristic. “Say it without saying it,” encourages the tagline of the smart holiday campaign, which is rolling out on the brand’s website.

“Men: known for courage and strength. But showing emotions? That’s where we come in. See how giving Johnnie Walker says more than words ever could. Find the perfect blend, skip the holiday lines and send out cheer right from your chair,” explains the brand. In the ironical spots, one man gives his relative a bottle of Johnnie Blue, Black, Gold , Red, or Green—both as a Christmas gift and as an attempt to strengthen relationship between them and gain his acceptance. They do not say much to each other, but viewers can see their inner monologues, and it becomes clear that the recipients’ gratitude is much bigger than it might seem.

Though real machos are not focused on expressing their emotions with words, a bottle of this drink in a gift box or bag is something any man would appreciate. No matter how complicated the relationship between the men might be—in the spots the gist is given to an older brother and father-in-law,—a bottle of Johnnie Walker comes as a great helper in breaking the ice.