The ad shows one gay male couple and one lesbian couple in front of a Mercedes-Benz. The headline reads, "When Friends Are Family." The text plays on the concept of the greater importance of friends to gays and lesbians, due to the frequency of rejection from their families.
"They say you can choose your friends, but you can't choose your family. Well, for those who make no distinction, the R-Class is the clear choice for traveling in style..."