Looking to make a mark against its cable competitor HBO, Showtime began an aggressive campaign to the gay community at the March on Washington in 2000, in support of its series "Queer As Folk." (The series is an American version of the outrageous British hit.) This ad says Showtime has "Powerful programming that smashes stereotypes and breaks down barriers."

The campaign included this print ad in Human Rights Campaign march materials, and free fans that carried sexually suggestive words such as "Hung."

Showtime's first gay print media ad broke in February 1995 behind the breakthrough AIDS movie "Philadelphia," starring Tom Hanks.