When I shop for home furnishings, clothing, or luggage now-a-days, my first stop is JC Penney. I support companies which embrace equality and fairness for everybody, and JC Penney is leading the way when it comes to being inclusive.
And they're not being subtle about it. Their recent advertising campaigns celebrate diversity in a very obvious way. Which is causing no end of drama with bigoted organizations like "One Million Moms" who seems to think that showing "non-traditional families" in an ad is the end of the world.
Sorry, but I don't see the end of the world.
I see a happy family with a couple of kids that are lucky to have two dads who love them...
Father's Day ad from JC Penney • 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. Real-life dads Todd Koch and Cooper Smith with their children Claire and Mason.
And somewhere out there, a gay kid who is being ruthlessly persecuted day-in and day-out for something he has no control over, will see this ad and realize that he has a future. That the hurt and despair he's feeling is temporary and he has a shot at happiness just like everybody else. That even though he's labeled as "different," he can have a normal life if he just hangs in there long enough. That the world is changing and there's a place for him in it where he will be valued and embraced for who he is.
And maybe this will be the light he needs to keep from doing something tragic in a world that has more than enough tragedy in it already.
And I seriously don't give a fuck if a million bigoted bitches have their panties in a bunch just because they don't want to talk to their kids...
"It doesn't have any effect on your life. What do you care? People try to talk about it like it's a social issue. Like when you see someone stand up on a talk show and say "How am I supposed to explain to my child that two men are getting married? I dunno, it's your shitty kid, you fucking tell them. Why is that anyone else's problem? Two guys are in love but they can't get married because you don't want to talk to your ugly child for fucking five minutes?"
— The ever brilliant Louis CK
JC Penney is setting an example with their advertising that is helping to make this country a better place. And not just for gay kids... for everybody. They aren't sitting on the sidelines of this so-called "culture war," they're in the game fighting the good fight.
And I'm supporting them with my business whenever I can because it's a fight that needs to be won.