Amazon’s Gay-Friendly Ad Doesn’t Rewrite the Book

Caroline Winter

Amazon.com’s new commercial for its Kindle Paperwhite e-reader may be the first on mainstream U.S. television in which the word “husband” is used to refer to a gay man’s partner. But it’s not the first ad to star same-sex couples.

1994

Ikea runs the first mainstream U.S. commercial starring a gay couple

1996

Qantas Airways shows two men who escape city life together for a romantic beach vacation

2000

John Hancock airs perhaps the first TV ad starring lesbians

2007

A man makes another hunky guy appear by slipping on a pair of Levi’s

2011

Google runs a gay-rights ad featuring its own LGBT employees

2012

Retailer Urban Outfitters shows a steamy lesbian kiss in a catalog

2013

Amazon’s latest Kindle ad gives an offhand nod to gay marriage

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