Luxury jeweler Tiffany & Co. has launched a new advertising campaign featuring couples who aren't usually showcased in wedding ads.
The new campaign, titled Will You?, includes the first same sex couple in a Tiffany ad, along with an ad featuring a heterosexual couple with their child. The ads "take a truly modern look at love, the proposal and marriage," the 178-year-old jewelry company proclaimed in a press release.
The ads "take a truly modern look at love, the proposal and marriage," the 178-year-old jewelry company proclaimed in a press release.
“No other brand embodies the emotion and trust that Tiffany does for those who are committed to one another,” said chief marketing officer Caroline Naggiar.
The black and white images for the campaign — shot on location in New York City by noted fashion photographer Peter Lindbergh — show a number of couples at different stages of their relationship, whether it's the moment the question is asked or on their wedding day. The small print by the image of the attractive gay couple reads,"Will you promise to never stop completing my sentences or singing off-key, which I'm afraid you do often? And will you let today be the first sentence of one long story that never, ever ends?"
The company chose the two men featured in the ad because they are dating in real life, Tiffany spokeswoman Linda Buckley told CNN.
While it's the first ad Tiffany & Co. has aimed at gay couples, it's hardly the first time a company has done so. Gap, JCPenney and Banana Republic are just a few of a number of brands to use same sex couples in recent advertising campaigns. In fact, Neil Patrick Harris and husband David Burtka were the stars of an ad campaign for London Fog's winter outerwear collection back in November.