You Think You Look the Business

In this spread, which appeared in England's gay magazine Attititude, a handsome man carries the headline, "You think you look the business. He thinks you look overworked."

This campaign appears to be the first worldwide introduction of a brand into gay markets simultaneous with mainstream markets, in the US and UK.

A variation of the creative appears in general magazines with a tweak to the copy line, switching "he" with "she."