Just in time for Father's Day, their newest catalog features a happy family with two dads.
JCPenney has a striking picture of a family in their newest catalog. Two parents, two children, all laughing and having a good time. The unique thing about the family is that it features two dads - real-life couple Todd Koch and Cooper Smith and their two kids. The ad 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." Many parents love the ad, but some feel that the retailer isn't sincere and is simply using the ad as a way to gain customers.
One Million Moms
Earlier this year, JCPenney became the unwitting target of the group One Million Moms when they hired gay actress Ellen DeGeneres to be their new spokesperson. The group, a division of the right-wing American Family Association, attempted a boycott of the popular retailer unless they rescinded their offer to Ellen. JCPenney stuck by their decision, the boycott failed to gain momentum and One Million Moms has been left behind.
This ad, coupled with one that ran in May featuring a two-mom household, seems to be JCPenney's response to the attempted boycott. What do parents have to say about the ad?