Transgender issues have been front-page news for a while now. Some brands have clearly had a hard time knowing what their role should be in this conversation.

Enter Google (one of the world’s most powerfully visible corporate LGBT advocates) and their new spot for Pride Month, which tells the deeply poignant story of a transgender man and the small business that helped him during his transition.

The first half of the advert focuses on Jake, who was born female but identified as male from a young age.

The second half introduces City Gym in Kansas City, Mo., who gave Jake a place where he can feel comfortable getting to know his changing body and find support for him and his friends.