GFN.com, Nervous Banker

"You're both applying for a loan, together?" asks a somewhat nerdy banker from behind his office desk. "This is like, a business partnership, or something?"

One of the two men sitting in his office answers, "We're a couple. We live together."

The nervous banker continues to struggle, "As a couple? I see... two men..."

The two men reach out and hold each others hands and the man looks down and cannot go on.

The closing text reads, "Now, there's a more welcoming financial world. The Gay Financial Network."

The commercial ran only in New York and San Francisco on the financial cable channel CNBC, a rare crossover advertising effort in the US by a gay product. Earlier print advertising for gfn.com has also appeared in The Wall Street Journal and other mainstream business media.

"We wanted the spots to be entertaining and truthful at the same time by sending out a message that would be welcomed by both the straight and gay communities," explained Creative Director Nick Cohen. "We wanted the straight world to say 'Good Lord is that how it is?' and the gay community to say 'Thank you so very much.' "