JCPenney’s Father’s Day ad features a same-sex couple with two kids, angering conservative activist group One Million Moms.
(Image: JCPenney.com ) BY JASMINE BAILEY JCPenney has released a new ad for Father’s Day. The ad reads "What makes Dad so cool?” Or in this case — dads. Here are the headlines. “A new JCPenney Father’s Day is stirring up controversy this morning." (WRC) “JCPenney puts out another ad featuring a same-sex couple, this time two dads and their kids.” (WJXT) “The print ad shows a real life same-sex couple laughing with their two young children.” (WJW) This is not the first time JCPenney has used a same-sex couple in an ad. This ad appeared in the May catalog for Mother’s Day — featuring lesbian parents. After that ad — conservative activist group One Million Moms heavily criticized the department store. Same story this time. Here’s the group’s statement. “It is obvious that JCP would rather take sides than remain neutral in the culture war… Our persistence will pay off!... OMM will continue to avoid shopping at JCP until they take a neutral stand.” A writer for International Business Times says — JCP is remaining in the middle, by acknowledging opposite-sex and same-sex couples and their families. “JCPenney knows that ‘family’ does not have a rigid definition. In fact, the idea of a ‘family’ in the twenty-first century is something completely malleable and evolutionary. Thus, JCPenney does not find the need to showcase one sort of familial unit. The department store features them all.” Although One Million Moms is, quote, “disturbed” by the ad, members of the LGBTQ community say they support JCPenney. Out.com has details. “...conservative groups (Hi, One Million Moms!) will likely protest. But JC Penney has certainly been one of the leaders in the movement, perhaps as part of its rebranding strategy. But dull analytics aside, their continued support makes us want to support them right back.” JCPenney recently underwent a huge brand transformation. Advertising Age reports — the retailer lost $163 million in the first quarter. The transformation has not yet paid off.