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Ad Busters

Ray-Ban’s ‘Never Hide’ Campaign Now Includes Gay Guys

Ray-Ban may be 75, but that doesn’t meant it’s stuck in the past. The style icon brand launched its “Never Hide” campaign way back in 2007 (oh, how young we were then), but most recently it has included a period image of a male couple holding hands in its print advertising (part of a campaign by the advertising agency Marcel, in Paris, France). The 1940s business suits and wet sidewalk concrete give it a very cosmopolitan feel that does manage to place queer men in the context of history. It’s the gayest Ray-Ban ad we can recall (and others agree). And before you point it out: Of course, no one is actually WEARING Ray-Ban sunglasses in the image. It’s the thought that counts.

By:           Mike Santos
On:           Apr 26, 2012
Tagged:
  • 11 Comments
    • alan
      alan

      The ad includes these glasses, which you can see if you go to the RayBan site:
      http://www.ray-ban.com/usa/products/optical/RB5154?var=2372

      Apr 26, 2012 at 5:33 pm · @ReplyReply to this comment ·
    • Wha'ever
      Wha'ever

      Hmm, no, no-one is wearing Ray-Ban sunglasses, because Ray-Ban doesn’t only make sunglasses. However the man on the left is clearly wearing glasses and I don’t think it’s a stratch to assume those are Ray-Ban’s.

      Apr 26, 2012 at 6:53 pm · @ReplyReply to this comment ·
    • J
      J

      Ray Ban exploiting gays! Boycott them!

      Apr 28, 2012 at 1:12 pm · @ReplyReply to this comment ·
    • Randall Reynolds
      Randall Reynolds

      An awesome day for Advertising!

      Apr 28, 2012 at 5:33 pm · @ReplyReply to this comment ·
    • Glasses guy
      Glasses guy

      I am wearing the glasses(frames)on the left

      Apr 29, 2012 at 6:35 am · @ReplyReply to this comment ·
    • ray ban low price
      ray ban low price

      it’s cool~

      May 3, 2012 at 9:58 pm · @ReplyReply to this comment ·
    • Jay
      Jay

      Anybody seen the ad in any magazines? Would love to put it up like a poster…

      May 11, 2012 at 8:18 pm · @ReplyReply to this comment ·
    • Kent
      Kent

      @Jay:
      Yes there are three Ray-Ban Never Hide ads in the May GQ magazine, one of the ads is the one above. Hope this helps.

      May 21, 2012 at 10:25 pm · @ReplyReply to this comment ·
    • Moi
      Moi

      @Jay: It’s featured in D”etails” magazine too (June/July 2012 issue).

      Jun 4, 2012 at 7:04 pm · @ReplyReply to this comment ·
    • vanessa
      vanessa

      Ray-Ban ad campaign of designer sunglasses seems very interesting. I catch its idea and I think that it is nice. The main purpose of accessories to help people not to get lost in the crowd. And it coincides with the main idea of this ad campaign.

      Jun 21, 2012 at 11:56 pm · @ReplyReply to this comment ·
    • Polo Outlet
      Polo Outlet

      I recently came across your blog and have been reading along. Your internet site is extremely useful for me .

      Aug 15, 2012 at 8:34 pm · @ReplyReply to this comment ·

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