Pride Spring 2021 Ad Campaign

Review of Boss Pride Spring 2021 Ad Campaign featuring Tommy Dorfman and Peter Zurkuhlen

In honor of Pride month, Boss shares a new campaign that focuses on amplifying the voices of queer artists and activists. The brand recruited married couple Tommy Dorfman and Peter Zurkuhlen to embody the campaign’s message, which celebrates the freedom to love.

With their notable work in art and activism, Dorfman and Zurkuhlen have become something of a queer power couple. Dorfman is best known for their role on the Netflix series 13 Reasons Why, while Zurkuhlen works as chief of staff for Get Help, a digital tool that links people with support systems such as mental health and addiction services, as well as a programming board member of the Los Angeles Chapter of StartOut which champions LGBTQIA+ entrepreneurs.

The romantic campaign photographs capture the couple, both individually and together, wearing the new Pride capsule collection, a rainbow-detailed range of staples that are relatively casual by Boss standards. Sales from the capsule will support ILGA World, a worldwide federation of more than 1,700 organizations from over 160 countries and territories campaigning for equal rights for LGBTQIA+ people.

The accompanying short film brings out a stronger sense of personality; we see the couple get silly as they reflect on what they love about each other, and on the importance of using the opportunity of Pride to champion diversity and inclusivity.

Rather than feel ostentatious or performative – as some Pride campaigns do in their attempt to market towards queer culture – the campaign feels simple and honest. Pride is about people, and the thoughtful casting and stripped-back visual approach are a great way to keep the focus on the campaign’s values: self-expression, inclusivity, freedom, and love.

Chief Brand Officer of HUGO BOSS AG | Ingo Wilts
Talents | Tommy Dorfman and Peter Zurkuhlen

Senior Fashion Writer | The Impression
Stay up to date on news, analysis, real-time runway coverage, campaigns, trends, store design and more. Join our newsletter today.

Newsletter sent Mon - Fri 1:30 AM EST