A Chinese advertisement for Cartier has reignited discussion about the country's taboo around LGBTQ rights.

The French luxury jeweler released a minute-long ad Monday to promote its wares — including its iconic Trinity ring — ahead of China's Qixi Festival on August 25, the country's answer to Valentine's Day. The ad features couples in romantic settings and groups of people in cars and at beach bonfires wearing the signature tri-color bands. It ends with the message, "How far would you go for love?"

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