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.