JCPenney Goes Gay

PenneysKudos to JCPenney for its Father’s Day ad. 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.” According to Gawker, the two guys in the ad are “real-life dads Todd Koch and Cooper Smith,” and those are their kids, Mason and Claire. And, as Gawker points out, the ad looks like a response to the failed boycott organized by the anti-gay nutjob group One Million Moms. I like the execution of the ad. I like the copy. And I like its middle-finger attitude to uptight folks everywhere. (Still not likely to get me into a Penney’s, though.)

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64 comments on “JCPenney Goes Gay

  1. By no small coincidence, shortly after @Robert Huntley’s post, Levi Strauss filed for bankruptcy, projecting a massive future loss in the Dockers division.

  2. The problem for JCP Is that those uptight consumers will give them the finger and shop @ Kohl’s. JCP will die a slow death just like CNN.

  3. @yardbird – Not sure about the Mormon undergarments but I do have another question – If Todd and Cooper convert to Islam, which one would have to wear the burka and could they get it at JCP?

  4. The divorce lawyers are gonna have mighty big case loads when same sex marriage is legalized in Texas. All those good, heterosexual Christian husbands will be overcome by their true desires and start leaving their wives en masse. I can see it now:)

  5. Everyone on this board applauding JCP efforts apparently are not shopping there. The drop off in sales can be attributed to the new pricing policy and to some extent the marketing strategy. Penney swinging a punch in the culture wars are causing them more harm than good. My opinion is that cooperations should stay out of controversial culture wars and stick to selling their wares.

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    The sign outside the J.C. Penney store is seen in Westminster, Colorado in this February 20, 2009 file photo. REUTERS/Rick Wilking/Files

    By Phil Wahba

    NEW YORK | Tue May 15, 2012 9:29pm EDT

    (Reuters) – J.C. Penney Co Inc’s early effort to remake itself as an affordable fashion-oriented retail chain and wean consumers off discount coupons took a much bigger-than-expected toll on sales in the first quarter.

  6. @DubiousBrother. Traditionally when a male gay couple converts to Islam, the “bottom” wears the burka.

  7. Since homosexuals only make up 3% of the population in the United States, this is a pretty small segment of the buying public Penney’s is trying to target – hope they can float with 3%.

  8. If you want to keep something from being shoved down your throat, perhaps you should just keep your mouth shut. Isn’t that what the “abstinence-only” folks say? Or is it “just say no”? I get so confused about all these people trying to tell me how to live my life.

  9. @Mack….
    “My opinion is that COOPERATIONS should stay out of controversial culture wars and stick to selling their wares.” learn to spell, C-O-R-P-O-R-A-T-I-O-N-S before you comment.

  10. I’m thinking the preponderance of positive comments is NOT any sort of indication of the coming universal acceptance of the whole “gay” fad, but more a demonstration of the belief system of a preponderance of D Magazine readers. Don’t make too much out of it. The left are always trying to convince us that more and more people believe the way they do, and they are always using less and less scientific methods of doing so.

  11. @MCL: Please explain what you mean by “the whole ‘gay’ fad”. I have long thought that my being “gay” was a personal characteristic with which I was born, but if you think that it is really just a “fad”, then I will have to reconsider being gay because, you know, I never go in for fads.

    You seem to think that being “gay” is a “left” thing to do, some sort of political thing. Don’t read much, do you? Ever heard of Mary Cheney (daughter of Dick Cheney)? Log Cabin Republicans? Richard Grenell (he was just appointed by Mitt Romney as his foreign policy spokesman for his presidential campaign and then allowed to quit under pressure from anti-gay Republicans).

    Bottom line: Being gay is not a fad. Being gay is not a political statement. Please take your ignorance someplace else, someplace where you won’t embarass yourself.

  12. Has anyone ever really taken a moment and thought deeply about this? Forget religion, race, creed, gender… there are 4 HUMAN BEINGS shown here, who obviously love each other. This is about love, strip away the outer shell and look into the emotion. We all have the capacity to love, cherish, and respect ANYONE if we want. It makes me smile to see how happy they are. Who cares about the fact they are two men raising two kids, as long as they raise them in a loving, caring, respectful home.

  13. “If you want to keep something from being shoved down your throat, perhaps you should just keep your mouth shut. Isn’t that what the “abstinence-only” folks say? Or is it “just say no”? I get so confused about all these people trying to tell me how to live my life.”

    Personally, I couldn’t care less if guys love guys, or a woman marries a woman. What I care about is when someone says that they personally wouldn’t do it, they are considered bigoted and intolerant. To each their own, as far as I’m concerned. Just stop telling me that I’m a bible thumping redneck because I won’t marry another guy.