JCPenney has just launched a Fathers’ Day advertisement featuring a gay couple with their children, noting that the ad portrays “real-life dads Todd Koch and Cooper Smith with their children, Claire and Mason.”
The copy reads:
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.
The ad builds on the department store’s recent decisions to stand with the LGBT community. In February, when JCPenney came under fire from the anti-gay group One Million Moms for bringing on the openly-gay comedian Ellen DeGeneres as a spokesperson, the store stood behind its partnership with Ellen. JCPenney’s CEO said that “Ellen represents the values of our company” — and with this kind of pro-equality advertising, JCPenney is continuing to reinforce its progressive values.