Ray-Ban’s Same-Sex Couple
“Never Hide.” With those two words eyewear designer Ray-Ban launched an ad campaign with a gay couple in the spotlight. The men, channeling a sort of Mad Men style with their dapper suits on a busy city street that seems to turn back the clock, are pictured holding hands in a new series of ads celebrating Ray-Ban’s 75th anniversary.
The campaign, which has been praised for its sophisticated representation of a gay couple for the first time, was created by Marcel – a Paris-based agency. More images in the series include a sultry dance floor scene and women running on a rainy street.
The original “Never Hide” campaign was first created a few years ago in hopes of rejuvenating the longtime brand among younger customers. But the newest, decidedly gay ads provide an even more contemporary twist on the message. “Having the courage to express your true self, your thoughts and your personality genuinely, to stay faithful to the values of authenticity and uniqueness have, in fact, made up the DNA of Ray-Ban since its beginning in 1937 to today,” says a press release. “And it is these qualities that characterize true leaders.”
What do you think of the ad?