By Åse Anderson
The new advertising campaign from Tiffany & Co celebrates the changing face of modern love by featuring a same sex couple for the first time.
Tiffany jewelry has played a leading role in many love stories for nearly 180years, whether it is Tiffany engagement rings nestling inside iconic duck egg blue boxes or Tiffany wedding rings being exchanged at the altar.
Entitled 'Will You?' the latest campaign features seven couples at varying stages of their relationship, including a young couple just starting their life together and another who are getting married with their child in attendance.
Whether they are enjoying the view from the New York rooftops, driving in a convertible, or simply cuddling up on the sofa, each image captures that moment when a couple acknowledges their long-term commitment to one another.
The picture that is likely to garner most attention is that of a same-sex couple about to embark on married life. The two men, who are dating in real life, are pictured alongside two platinum Tiffany wedding rings with a caption that reads: "Will you promise to never stop completing my sentences or singing off-key, which I'm afraid you do often? And will you let today be the first sentence of one long story that never, ever ends?"
Shot by Peter Lindbergh in New York City, the couples in the campaign represent the huge variety of people who visit Tiffany every day to find a ring to express their love and commitment. The jeweler is also looking to emphasize that the selection of Tiffany jewelry, including engagement rings and wedding bands, is as diverse and unique as the couples depicted in the ads.
"No other brand embodies the emotion and trust that Tiffany does for those who are committed to one another," says Caroline Naggiar, chief marketing officer of Tiffany & Co. "People have always looked to Tiffany to commemorate the most precious and joyous moments in their lives."
The global campaign will span multiple channels, including video, digital and social media.
Read about the famous Tiffany setting here