A final taboo is set to be broken later this week, when the first TV advert to feature a gay kiss is aired across the UK. The advert is for Dolce and Gabbana’s new watches and features two men kissing. It is the first time that a company will display same-sex kissing in its campaign. Previous adverts have featured lesbian and gay couples, with the much celebrated campaign for Impulse perfume being the first to show gay men holding hands in 1998. Additionally, an advert for Guinness, which showed a gay couple getting ready for work, was pulled in 1995 after being trailed in the national press.
The D&G Time campaign will be stretched across two identical adverts, one featuring a boy and girl, another featuring too men. A spokesperson for the fashion house said the kiss was intended to show the “duality of love”, reflecting the new watches which feature two faces. The design is supposed to be an homage to the gay designer Stefano Gabbana’s practice of wearing two gold watches at the same time.
Dolce and Gabbana is the fashion house set up by partners Domenico and Stefano, which made a name for itself in 1985 when it featured in the Milan New Talents show. Although the pair are no longer a couple, they continue to be global icons, dressing stars that include Madonna and numerous other a-list celebrities.