We love the latest "Will You" ad campaign from Tiffany & Co. Why? The luxury jewellery brand is embracing same sex marriage for the first time.
The black and white campaign photos feature two guys sitting on the stoop of their NYC apartment looking all loved up.
The engagement rings are positioned perfectly alongside and the copy 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?"
Wow. Tiffany, you had us at "Will you promise".
Not only is this representative of all gay couples (brands such as J.Crew, Banana Republic and Cheerios have also starred same sex couples in their ads), but with a heritage brand like Tiffany (all about love, marriage and really stunning jewellery) having such a universal advertising strategy, the hope is it will have influence over those not so open minded about "non-traditional" relationships.
"Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms," said Linda Buckley, Tiffany & Co. VP of North American PR, in a statement to Elle.com.
What are your thoughts - is this a brilliant move by the brand? Let us know on Twitter at @MyDailyUK
Looking for the perfect engagement ring bling? Here's an edit of styles to die for. No really, try saying no to any of the following...