Not only is it similar to typical Visa ads (i.e. rather minimal), its brilliantly simple. There's no in your face rainbows, no sexual suggestion (as with some of the other ads), and no mention of 'gay'. Just four words.
Don't get me wrong though, I'm all for rainbows and gay, but this stands out for it's simplicity rather than feeling the need to shout it from the rooftops. Well done Carolyn Lonsdale.
See the top ten here.