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New Tiffany Ad Campaign Features Gay Couple
Jan 12, 2015 4:41 AM
By Ronen Shnidman
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RAPAPORT... Tiffany & Co. has included a photo that features a same-sex couple in a new advertising campaign, marking a first for the brand.
The ad campaign, which was launched last week in the U.S., is comprised of seven photographs of different couples taken by fashion photographer Peter Lindbergh. Two of the images included in the series acknowledge a growing trend toward non-traditional marriages in the U.S. and elsewhere, including a photograph of a couple with a child on their own wedding day as well as the photograph of a gay couple.
“Nowadays, the road to marriage is no longer linear and true love can happen more than once with love stories coming in a variety of forms,” said Linda Buckley, Tiffany & Co.'s vice president of public relations for North America. “The Tiffany engagement ring is the first sentence of the story that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.”
Tiffany’s advertising move means it has joined a growing list of major U.S. brands that now use same-sex couples in promotional material, according to reports by a variety of U.S.-based outlets. Some other major, gay-friendly brands mentioned included Banana Republic, Target, The Gap and Barney’s.
Same-sex marriages are now legal in a majority U.S. states, after many years of legal challenges by gay rights’ activists.
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Tags:
advertising trends, gay engagement rings, gay marriage, Ronen Shnidman, Tiffany
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