When a lot of companies would back down or change their path, JCPenney’s is doing just the opposite when it comes to LGBT advertisements. Not only is JCPenney’s not backing down, they are bringing the wood to the fire. I love it.
JCPenney Hits Back at Anti-Gay Critics with Two Dads in Father’s Day Ad Hey, One Million Moms, you mad bro?
By Rebecca Cullers (AdWeek)
Earlier this month, the anti-gay group One Million Moms (which has substantially less than 1 million members) called for a boycott of JCPenney after it featured some lesbians in its catalog. The retailer didn’t apologize and isn’t backing down. In fact, it’s almost trolling the anti-gay groups with jubilant, un-corporate-like defiance in a Father’s Day ad featuring not one but two dads. The two men pictured are real-life dads Todd Koch and Cooper Smith, seen with their kids, Claire and Mason. In case you might mistake the scene for being a loving dad and a very involved uncle, the copy makes it real clear: “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.” Given the timeliness of the gay-marriage issue, it’s not surprising to see brands take a stand, but when a classic American brand like JCPenney steps up, it’s pretty clear where America is headed. Via Think Progess by way of Gawker.