Drive along Guadalupe this week and you'll see the smiling mug of Preview Creative Director Vince Uy with boyfriend Nino Gaddi.
A well-dressed pair, the two are seen with their arms around each other, next to similarly affectionate images of movie icon Gloria Romero, it girl Solenn Heusaff, makeup artist Ana Paredes and their loved ones with the words "Love All Kinds of Love."
Raymond Ang, editor in chief of Benchmark, the brand's in-store magazine, told Style Bible that the idea came up in a meeting that he and Paolo Lorenzana, editor in chief of Bench Blog, had with founder Ben Chan.
"Paolo casually pitched a magazine for the thinking Filipino gay and we started joking that it would be cool to have a gay couple kissing on a Bench billboard," he said. "We were surprised to find out it was something Sir Ben has always wanted to and was more than game for. He wanted to make a statement with the campaign—that is, to love and respect all kinds of love. I think it's a beautiful message and one we can all get behind, especially during the Valentine's season."
Of course, their original idea did not see print, perhaps due to concerns by the Ad Standards Council, which cited traditional Filipino family values, said Ang.
Vince Uy, for his part, was quite honored to be part of this monumental step in local advertising.
"To be able to represent the LGBT community and also this campaign is so validating for all those who are discriminated," he told Style Bible. "Equality for all."