There is a difference between running the exact same ad in all magazines and creating a specific themed ad.
(I find it histerical that AmEx is marketing using a homosexual given that homosexuals die so young and american express has to be paid in full each month)
For the forseeable future I don't see how any straight man can drink a pepsi after their explicitly "gay" commercial during the superbowl.
It really is too bad that all the "madison avenue" ad power is concentrated in NY.
The "exact same ads" don't work in all magazines or tv shows. For instance, Harley Davidson will run a different ad in Rolling Stone magazine than they'll run in Popular Mechanics.
The only motivation these companies have is to sell product. They don't care who buys the product, just as long as they pay for it. They're not in business to promote a political agenda, they're in business to build a thing and then sell it to people who have enough money to afford it. As for American Express -- since gay populations tend to be centered in urban areas, such as NYC, San francisco, etc. -- they tend to be somewhat affluent with lots of ready cash. A gay guy will go out and buy a $200 pair of pants or a $500 dinner.