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Company: Cartier SA
    View Company Scorecard / Contact Company
Brand: Cartier
Ad Title: Melissa Etheridge/Tammy Lynn Michaels
Business Category: Fashion/Apparel
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 2003
Target: Mainstream
paid advertisement
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This remarkable print ad for Cartier's $4,000 Menotte Bracelets is the first to feature a real same-sex couple: it features openly lesbian rock star Melissa Etheridge warmly holding hands with her partner Tammy Lynn Michaels, an actress on "The L Word" on Showtime, who share locking bracelets. Etheridge's and Michaels' faces are just inches apart in a romantic moment.

The ad text reads, "Cartier's Menotte handcuff bracelets symbolize everlasting love and attachment. Here, the elegant white gold pieces seal the bond between Melissa Etheridge and Tammy Lynn Michaels, who celebrated their love at a commitment ceremony this summer."

The ad ran in the December issue of Vanity Fair magazine.

(Etheridge also appeared nude with her previous partner of 12 years, Julie Cypher, in a 1995 ad for PETA, People for Ethical Treatment of Animals.)


unknown , New York, NY
It's about time that someone recognized that as women, we still like jewelry. As half of a long term relationship, we have given each other very expensive gifts over the years. Very true.

Cindy , Birmingham, Alabama
I love Melissa and Tammy Etheridge. They send a very positive message to the world about our community. It is also great to see Melissa this happy, she deserves it, and Tammy is wonderful. To see the love in these two's eyes is definitely a positive ad.

Vicki Bell , Kansas City, MO
I love this advertisement. They are so in love. Thank you Cartier. It is so wonderful to know we are being counted.

Helen , Bradenton, FL
I have been a Melissa fan for many years now. She has gotten to a really good place in her life. It's great to see two PEOPLE (not just women) so much in love with each other & not afraid to show it! I wish my husband looked at me like this! The bracelet would be nice, too!

John , Warrensburg, NY
Their couldn't have been a better couple to pick for this ad. Melissa and Tammy are so beautiful and incredibly in love you can really tell they mean something to each other and that is why this bracelet fits them so well.

Ashley Stevens , Cleveland, OH
I'm TOTALLY into this ad; it's honest and doesn't hide OR sugarcoat the fact that the Etheridges are madly in love and extremely happy with each other. Definitely how we homosexuals should be portrayed in everyday life! THANKS!!!


How Far Would You Go For Love?
Company: Cartier SA
Brand: Cartier
Country: United States
Region: North America
Year: 2008


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