In what appears to be a direct response to the failed boycott campaign of anti-gay group One Million Moms, JCPenney yesterday unveiled a new Father's Day ad featuring a same-sex couple playing with their children.
According to the company, the two men who appear in the ad are "real-life dads Todd Koch and Cooper Smith," and the jubilant children are their kids, Claire and Mason.
"First Pals: What makes Dad so cool?" reads the ad's copy. "He's the swim coach, tent maker, best friend, bike fixer and hug giver - all rolled into one. Or two."
Back in February, the department store chain faced criticism from the American Family Association's One Million Moms project for its hiring of Ellen DeGeneres to be the company's new spokesperson. JCPenney refused to submit to the group's bullying, and stuck by DeGeneres.