UPDATE: One Million Moms has condemned the ad for “promoting sin.”
When did JCPenney get so cool? Okay, so it’s hardly my number one destination for fashion, but I’m loving what they stand for these days. Back in February, the retailer chose Ellen DeGeneres as a spokesperson, much to the dismay of One Million Moms, who freaked out because Ellen is â€“ gasp! â€“ gay.
Yesterday the company unveiled a new Father’s Day ad that pretty much spits in the face of homophobes everywhere. It features a same-sex couple â€“ real-life dads Todd Koch and Cooper Smith â€“ playing with theirÂ kids Claire and Mason, along with the copy: “First Pals: What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver â€“ all rolled into one. Or two.”
What I love about this ad is how it proves there’s no longer just one definition of family. It’s nice to see such a major retailer with progressive values, though I do yearn for the day when a move like this one won’t be viewed as anything out of the ordinary. But kudos to JCPenney for such a meaningful ad.
I’m hoping their new-found attitude will spill over to all sections of the company because, as we’ve written about before, some of their previous ads â€“ and merchandise â€“ have been flat-out sexist. (Remember their “I’m Too Pretty to Do Homework So My Brother Has to Do It For Me” T-shirts for girls? Urgh.)
Anyway, One Million Moms will be condemning JCPenney to hell any minute now because, as you can see from their latest Father’s Day ad, the kids featured are clearly deprived. [Insert sarcasm here.] In case you’re wondering why I’m hating on OMM, it’s because their latest crusades alone have been ridiculous, including Marvel’s recent gay marriage storyline and the same-sex kiss featured in Urban Outfitters’ April 2012 catalog. Good for JCPenney for not giving a shit what they think, and good for JCPenney for helping to depict the new normal.