Jeweler Tiffany & Co is featuring a same-sex couple for the first time in its advertising history
Eric Bourne (right), a Midland, Michigan native, and his husband Thomas Trube were the models for Tiffany & Co.’s latest marketing campaign. It’s the first ad for the famed jeweler to feature a same-sex couple.
A highly publicized advertisement for famed luxury jeweler Tiffany & Co featuring a Michigan native and his same-sex partner has been named one of the top LGBT-themed advertisements ofthe year. The two men depicted in the ‘Will You?’ campaign are a real-life couple. The new campaign comes at a time when public support for gay marriage has reached a new high.
The campaign was shot by fashion photographer Peter Lindbergh and features six other couples. The ads are meant to broaden the 178-year-old jeweler’s portrayals of marriage, Tiffany & Co said. For example, another pairing shows a couple with their child during their wedding, a nod to people who have children outside marriage.
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. 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 & Co
The ad, which features the men sitting on the steps of a New York City brownstone in the West Village, went public in January. The black-and-white ad shows Bourne and Trube with arms linked together and 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”
Set of Tiffany & Co Platinum Wedding Rings
Eric Bourne and his partner were the only actual couple in the entire campaign, which featured seven different couples, covering the gamut of marriage.
The campaign is all about the nontraditional marriage and how love and marriage follows its own journey. To be part of that is really exciting
In recent years, several other major fashion companies have also featured same-sex couples, including Benetton, Gap, Banana Republic and J. Crew. I think this Tiffany & Co ad really promotes the beauty of marriage, no matter the gender. I hope this ad encourages other companies to support same-sex marriage. I think it’s great that a huge, iconic and traditional company like Tiffany & Co is recognizing homosexual couples. Also because no other brand embodies the emotion and trust that Tiffany & Co does for those who are committed to one another.