Ray-Ban tells the gay community “Never Hide”

Known for pushing the edges of social boundaries and making no apologies along the way, Ray-Ban is at it again with their ‘Never Hide’ campaign which features, among other images, a gay male couple holding hands.  Given the recent firestorm in the news in wake of North Carolina’s decision to outlaw gay marriage and President Obama’s endorsement of gay marriage in response, this ad feels especially charged.  Of course, some people will denounce Ray-Ban’s decision while others will applaud their fortitude in taking a stand.  In either case, Ray-Ban’s ingenuity in using current events to tap into their ‘don’t-ever-be-anything-less-than-genuine’ credo can’t be denied. And while aligning your brand around this particular issue may not work for your organization, it does beg the question, “What do you stand for?”




  1. Hmm is anyone else experiencing problems with the pictures on this
    blog loading? I’m trying to figure out if its a problem on my end or if it’s the blog.
    Any suggestions would be greatly appreciated.

  2. Hi Chase,

    My colleagues and I are not having issues loading the site but I’m curious to learn more about what you’re seeing (or not seeing).

    Can you send me an email? brett.denuo@thefuturescompany.com

    Thank you