A new ad from clothier Suitsupply that shows models opening wide to kiss had some consumers dropping their own jaws in response. Called “The New Normal,” the racy campaign includes images of men and women, some clothed, some in underwear, piled on top of each other in romantic positions. In some cases, spit is visible, which some were quick to point out on social media.
Running on Suitsupply’s website, social media platforms such as Twitter and Instagram, and in-store displays, the ads are a stark departure from the rest of the brand’s social feeds, which shows solitary, clothed men modeling Suitsupply’s wares against white backdrops. The images are also notable for showing models unmasked and as close as they can get, rather than socially distant. In contrast, last May, the suit brand showcased an image that showed masked men trying on suits at a distance from one another in a store.