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.

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  • 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.

  • J

    Ray Ban exploiting gays! Boycott them!

  • Glasses guy

    I am wearing the glasses(frames)on the left

  • Jay

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

  • Kent

    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.

  • Moi

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

  • 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.

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