Online retailer Amazon, has released a new television advert for its Kindle Paperwhite, which features a gay couple and a straight couple getting along on holiday together.

The advert features a man and a woman on deck chairs, and while she uses a Kindle, the man struggles with a tablet computer.

When he exclaims that he has finished buying a Kindle online, and says “we should celebrate”, the woman replies: “my husband is bringing me a drink, right now,” to which he responds “so is mine”.

Amazon was among a large number of Washington-based companies which confirmed their support for Referendum 74, the equal marriage bill from last November, by signing up to a newspaper advert.

Prior to that, the billionaire founders of Amazon, Jeff and MacKenzie Bezos, pledged $2.5 million to the fight for equal marriage rights for gay couples in the US state of Washington last year.

The NY Times said the Bezoses responded to an email from a gay former employee in Amazon.com’s first days asking whether they would donate $100,000 or $200,000 to the cause, similar to amounts donated by Microsoft figures. The response said: “This is right for so many reasons. We’re in for $2.5 million. Jeff & MacKenzie.”