Last month, JCPenney was the focus of homophobic outrage and calls for a boycott after it featured a lesbian couple in its Mother’s Day catalog. So how did it respond? With a Father’s Day ad featuring real-life fathers Todd and Cooper playing with their kids, alongside the following caption:
“First Pals: What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver — all rolled into one. Or two.
For too long, advertisers have sought to fit all families into the mold of “one mom, one dad, two kids and a dog”. Indeed, our families come in all shapes and sizes, and advertisers are watching what happens with JCPenney closely – will the public embrace ads with diverse families, or will anti-gay groups win and push “non-traditional” families back out the door? It’s up to us to decide.
Join me in celebrating Father’s Day by thanking JCPenney for featuring two dads in its ad.
or put your money where your mouth is: