There was in 2002 this famous Herb Ritts directed Lacoste commercial ft male model Ian Lawless, it was very controversial 'cause Ian was nude cavorting through his apartment as the camera avoids a full-frontal view.
In America it was used a different version where Ian wears white pants, it's pretty well known that Europe is more open mind than US so I was not surprised when I saw these commercials in Ina.fr, they were rotated on french TV in 1990 and 1993.