Hachette Filipacchi Médias, Homo

This commercial for a 24-book series on the history of gay culture and politics, is considered the first gay-targeted campaign in the history of network TV in Spain, and aired mostly in prime time. In Spain, books are popularly sold in collectible groups like this.

Showing a naked male body, the voiceover says, "Since the beginning to nowadays, homosexuality has always existed. Open your eyes. Homo: An Optional History. The first work that discovers the art, the music, the protagonists...about homosexual history. First book and the film 'The Celluloid Closet,' only 1.250 ptas."

Gay media was also included in the campaign. Running for two weeks on TV and one month in gay magazines, the ad agency reports that the books sold 500,000 copies during the first two weeks -- higher than other collections.