Tiffany & Co. has become the latest brand to feature a same-sex couple in its advertising. This weekend, the jewelry brand, long associated with engagement rings, released a new campaign consisting of black- and-white photographs of different couples, with the tagline "Will You?" One of the couples is two men (who, according to the company, are a couple in real life) sitting on what looks like a New York stoop. The copy reads: "Will you promise to never stop completing my sentences or singing off-key, which I'm afraid you do often? And will you let today be the first sentence of one long story that never, ever ends?" The photographs were taken by Peter Lindbergh, for agency Ogilvy & Mather.

On social media, people responded overwhelmingly positively to the ad. Celebrities name checking it included Miley Cyrus, who posted it on Instagram, commenting: "Thank you Tiffany & Co. for being so bad ass!"

Yet with Tiffany & Co. already following in the footsteps of brands including Gap, Banana Republic, Cheerios and The Knot, it's likely that such ads will soon be commonplace, not bad ass at all -- which is a good thing.