JCPenny Causes Stir With Gay Father’s Day Ad

by Kirsten West Savali


JCPenny has ignited controversy across the country by featuring couple Cooper Smith and Todd Koch in a Father’s Day ad, reports the Huffington Post.

The couple, parents of two children, Mason and Claire, are clearly in love with their children and the feeling is reciprocated by the smiles on the kids’ faces. Still, that’s not enough for ‘One Million Moms,’ who apparently feel threatened if anyone without a uterus — or a couple with more than one uterus — are included in the exclusive parenting club. This is the same organization that spoke out against JCPenny when they featured two lesbian mothers in their Mother’s Day ad.

Someone should remind JCPenny to resend that memo to OMM letting them know they’re irrelevant.

As reported by NewsOne, total sales for JCPenny fell  20% in the first quarter and most business analysts have blamed the fall on pricing changes. Conservative columnist Al Lewis lets his homophobia shine through when sharing what he thinks is the real problem with “Gay C. Penny”:

“[CEO Ron Johnson] is alienating [their] traditional customers in a bid to attract new customers from higher socio-economic segments that now shop Macy’s, Nordstrom and Target,” he wrote.  “The result? Larger-than-expected losses, plunging revenues, dwindling customer traffic and a plunging stock price.”

Personally, I think it’s a beautiful thing that fathers, gay, straight or indifferent, are being recognized for their hard work. There are men running from woman to woman, leaving children across the country who will never even know their name. If anyone should be judged, it’s them. It’s time that people realize that every family doesn’t look like theirs does — and that’s perfectly ok.

Weigh in Clutchettes: How do you feel about the JCPenny ad?

  • steff

    Oh for godsake, let them be! Im so fed up with the people bashing gays. Were having the same trouble in the UK, churches are trying to oppose gay marriage. I just don’t understand how people feel it’s their right to push their beliefs on others even if it makes them unhappy. Good on jc penny’s for standing up for what they believe in!

  • Yb

    “The result? Larger-than-expected losses, plunging revenues, dwindling customer traffic and a plunging stock price.”

    Damn all of this because they showed two dads in a family on FATHERS day. Really? What is crazy is that they are being scolded for depicting an actual family. It’s not like one parent is a cow and the other is a Martian. Actual families like this do exist, why be mad at advertising something that exists in
    real life? I’m still going to shop at JCpenney, Im not mad at this ad.

    What I wanna know is where the two Asian (or are they Hispanic) kids come from?

  • apple

    I thought the ad was cute. I like the new jcpenneys catalogs. I don’t think it was the two dads/moms fault. I think because it’s jcpenneys that has that old time stigma ? As far as dept stores go. I don’t know how Dillard’s , sears , or macys stays afloat because everytime I go to these stores more than half of the store is on clearance or sale

  • onegirl

    Why does it matter from where the two kids came? These dads somehow took these kids on as their kids, and I give them props. Have you ever watched Different Strokes?

    Not every family looks the same, and I give JCP props. Their sales are low from apparently changing their pricing structure and no longer having “sales.”

  • Dalili

    Right on!!!

  • Yb


    Chill. I meant no harm from my question, I was just wondering whether those kids wear adopted, biological, or hired actors used for the ad. I’m not trying to take away from the fact that they are a family. Still waiting for that question to be answered tho, and I don’t used fictional sitcoms as a reflection of reality.

  • Nicole

    I think its cute!

  • September”s Muse

    Just for this, Im going to Jc Pennys. Idk If Im going to buy anything, but I plan to walk thru the store to show my support…Ill probaly forget but go pennys!!!

  • Echo

    I went to college with the blond guy…to answer YB’s question the kids in the ad are in fact the couple’s adopted children. Earlier this year JCP revamped its marketing strategy, along the lines of offering a more simplified shopping experience. I would wager that those changes–along with an overall lagging economy and consumers spending less– probably had more to do with the company’s recent losses than this or other same-sex couple ads. Glad to see the ad getting positive response!

  • Velma

    Causing a stir?? The commercial is great….Now if they could do one with two black dads that would be just as great.

  • Dale

    I never shop at JC Penney, but after there adds that accept everyone . I surley will shop there now . Thankyou JC Penney

  • Tomiyo Williams

    Whatever. It’s no one else’s business, how someone else lives their life. As long as the children are being properly cared for and are being raised my loving parents, that’s all that matters. Unless you are free from sin, mind your own business and work on improving yourself. That way, you will have far less time to try to control what goes on in someone else’s bedroom!

  • Ayiti

    I love it! I’m glad more companies are openly showing their support for what is right!

  • Tyler

    To me, I will stop shopping at JCPenny’s simply because they went out of their way to offend the Christians we have living in America. They know very well that Christianity disagrees with gay marriage, but instead they put it in their face. So be it, if that’s what they want then let them conduct their business without the Christians. Certainly Christianity is becoming a minority so it shouldn’t effect their business that much. They must have planned for it anyways. If it were me, and I was the business owner, I’d try to avoid limiting my customer base with my ads.

  • piratemomma

    go JC Penny! I love this ad campaign. Variety is the spice of life. I’m supporting this 100%

  • CurlySue

    Oh, un-clutch your pearls. They didn’t shove anything in your face. It’s a happy ad. Relax.

  • TAE

    maybe instead of accusing penny’s of going out of thier way to offend a certain demographic we can could look at this add as celebrating the diversity of the america in which we live, not the one we think we should live in or would like to live in, the america in which people are free to choose whom they have and raise children with and whom or what they worship?

  • Pip

    Those beautiful children were adopted by these two dads. This a real family who have the same worries as the rest of us do. The little girl was adopted when she was 2-days old, because her biological mother didn’t want her. The little boy was adopted when he was 10-days old, because his mother had a one-night stand and cheated on her husband. So these people who gave birth to them, in the eyes of OMM, are better to raise children, then two loving dads. Any idiot can get knocked up in the back of a pick-up and no one bats an eye, but to adopt a child, whether you’re heterosexual or homosexual, you have to jump through hoops. How do I know all this information? I’m the sister to the dad on the left and the proud aunt to the kids.

  • Me

    But the *ad* said nothing about marriage… how was it forced into anyone’s face (2 dads doesn’t equal 2 husbands in the same way a mom & dad don’t equal spouses)? Also, I think you might want to confer with all the Christians before concluding the entire population of them share your views.

  • nan day

    I Ithought JCpenny was a christian company. Things have really change.I guess we are slowly going to Hell in a hand basket.

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