Solgar began running its mainstream ads in national gay media in the US in February 1997, and in September 1999 initiated its gay-specific campaign in the UK that shows a playful male couple.

This version of the campaign features the word "Devotion" and carries the tagline "True to life." It appeared in British magazine Gay Times in September 2000.

Solgar began running its mainstream ads in national gay media in the US in February 1997, and in September 1999 initiated its gay-specific campaign in the UK that shows a playful male couple.