I love a Father’s Day ad: they’re a sign that summer’s coming and they always seem to celebrate the best that fathers can be. Fathers being active with their children are a common theme, as are lawn mowers, fresh-cut grass, and those ubiquitus ties.
This year, JC Penney shows a type of father different from the ones usually pictured, the type of father who is partnered with another father. Pride Foundation staff member, Craig found this image to share with all of us and it’s been bouncing around our inter-office email with little cheers that JC Penny did this one right!
The advertisement 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.” The text at the bottom right reads: “Real-life dads, Todd Koch and Cooper Smith with their children Claire and Mason.”
Simple and impactful in the overall dialogue around what makes a family. I know my dad fits the descriptors above and in one way or another many fathers or father figures do. I’m glad to see such a positive image of LGBTQ parents in mainstream advertising.
Christina Rocks is Pride Foundation’s Community Giving Manager. Email Christina.