A New Ad Adage: Same Sex Sells

D&G TIME

AD BREAK: Dolce & Gabbana is among companies who have gay themes

A ruggedly handsome man emerges from under the hood of a car, rubbing his grimy hands on white cloth. Leaning against the dark sedan, another man, young and athletic looking, gifts the mechanic a neat new watch. His reward? The man leans in and the two share a kiss. Some kind of underground gay romantic comedy? No, it's a recent TV commercial for Italian designers Dolce & Gabbana, and [an error occurred while processing this directive] it's part of a growing trend in European advertising toward ad campaigns that better represent consumers' diversity. And if those consumers are gay, so much the better for...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!