PHOTO: JCPenney Father’s Day Ad Includes Gay Family

After JC Penney hired Ellen DeGeneres as a spokeswoman, and then defended her against the Million Mom Mob, we didn’t think we could love them any more.

But now the chain retailer has included a pair of real-life gay dads and their children— Todd Koch and Cooper Smith with kids Claire and Mason—in a Father’s Day-themed circular.

The tagline 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.”

Honey, get our charge card!


Get Queerty Daily

Subscribe to Queerty for a daily dose of #advertising #business #jcpenney stories and more


  • Ron Jackson

    How cool is that! Kudo’s to JCPenny!

  • Jose Rodriguez

    JC Penney has found a way to make themselves relevant again all while embracing gay families. I think it is genius and I hope it works.

  • takakupo

    Gawd, I hate JCPenney’s…..now I have to give a chance again -___-;

  • Spike

    @takakupo: I know, Right?!!? BTW, gawd I hate when people say what I just posted.

  • 1equalityUSA

    I’m going to shop at J.C. Penney’s more often more often, to show appreciation for speaking out against hatred. Thanks JCP.

  • Megan

    Great! Now if they’d just sell better clothes, they’d be well on their way to drawing in some gay customers.

  • 1equalityUSA

    They sell towels and stuff. How could they hurt a towel?

  • 1equalityUSA

    They need to improve their on-line site, but 501 jeans and basics never go out of fashion.God, I love 501’s! The on-line site is so difficult to navigate. They need to put some bucks towards e-commerce web design first and foremost.

  • Callum

    In their hiring practices, even though not written, has been GLBT friendly on the two coasts for generations. I had friends that worked there back in the 1960’s that were out and loud and employed by the firm. Kudoo’s to J.C. Penny for the national advertising.

  • MarcoP

    This is so great! The more visibility the better! I will be shopping at JCP more now.

  • RLS

    OK I’m gonna be SOOOOOOO nitpicky here, BUT if you’re gonna show two gay dads with two biracial/latino children why not make the gay couple multiracial as well?

  • Dick Grayson

    @RLS: They’re not hired models. This is a real family.

  • declanto

    @RLS: Because they’re real?

  • RLS

    Oh, well then. Excuse my bitching. Lovely family.

  • JAW


    How about they adopted the 2 children… They both showed those kids that they were Loved, that they were wanted… that they mattered.

  • CuriousSerge

    I’ve worked for this retailer for almost a year, and for as much as i hate my job, this makes me proud to work there. LOL For now at least.

  • DenverBarbie

    My friend and I were at a JC Penny’s the other day and he sighed, “If Penny’s is trying to make money off of us, they better pick up some fiercer designers.”
    Though it’s hard to be too harsh, they’ve been so wonderful in including us in their advertising and smacking the evangelical groups who insist otherwise in the face. So much so that I might feel so inclined to pick up a maxi dress today. However ugly!

  • RK

    Time to go shopping at JCPennys. The LGBT community needs to support our allies. It is important to thank businesses that are willing to go the distance like this. Just buy anything to show the support – towel, etc. One can imagine the One Million Moms heads exploding when this ad goes live. So, we have to be proactive to support Penny’s.

  • Carlton W

    Since Ellen I have found myself driving out of the way to shop at JC Penny. I avoid Wal-Mart like the plague. Even if something is cheaper somewhere else I buy it at Penny’s. Sometimes principal is worth more than saving a couple of bucks. Though I have to say Penny’s has damned good prices. Same with Chik-fil-a. Nothing on this earth will ever get me to eat there.

  • Geoff B

    @DenverBarbie: Lol! The Penney’s in my city has a Sephora section (my sister and sister in law both love their stuff). You don’t have to buy a maxi dress to be supportive! : )

  • DragonScorpion

    A bold move on the part of JC Penny. I especially appreciate that they didn’t just hire a couple of actors, they chose an actual same-sex couple with children. Of course, the company is going to take a lot of heat for this. I definitely agree with several here that our community (and our allies) should do as much as we can to support them for this. I’m certainly going to. I like the curtains in my living room even more, now!

    I’ve long believed that, though things like a gay superhero or a KY commercial with a lesbian couple are steps forward, it’s more advertisements like this which will be the proof that we’ve truly arrived.

  • JayKay


    Christ, you diversity-pimps are never happy. If one of them was black, you’d be bitching that he wasn’t in a wheelchair.

  • Marianne Seggerman

    JC Penney is to be commended for their steps toward LGBT inclusion but as for being the first gay-themed ad? Sorry, IKEA beat them by almost 2 decades. Really sad that it’s been that long between commercials including LGBT famiilies.

  • bart futch

    With ellen degenis running the show I will never shop at J C Penny again , when are you people going to wake up. All this immorle advertising is going to catch up with you the lord is going to rain down on you one day.

Comments are closed.