JCPenney Goes Gay

PenneysKudos to JCPenney for its Father’s Day ad. The copy 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.” According to Gawker, the two guys in the ad are “real-life dads Todd Koch and Cooper Smith,” and those are their kids, Mason and Claire. And, as Gawker points out, the ad looks like a response to the failed boycott organized by the anti-gay nutjob group One Million Moms. I like the execution of the ad. I like the copy. And I like its middle-finger attitude to uptight folks everywhere. (Still not likely to get me into a Penney’s, though.)

Comments

  • mynameisbill

    Penney’s is where I buy all my pleated khakis and American flag with eagles polo shirts from. Also, One Million Moms sound like they are due for an enema. Peace!

  • downtown_worker

    The only way JCPenney would get me to shop there is if they actually opened a store downtown.

  • John Rocker

    Anybody interested in my take on this?

  • beccalyn

    I love the ad. I’m kind of surprised a company HQ’d in the Dalls Metroplex would run an ad like this. Just doesn’t seem “Texan” of them.

  • Steven

    Local connection: Dads Cooper Smith and Todd Koch live in Kessler Park with their adorable kids.

  • Jake Kemp

    Still not as bad as Space.

  • Michael

    Well guess I aint shopping there anymore. I dont support that lifestyle choice. See ya!!!

  • Daniel

    It looks like the little boy’s right arm is being stretched to three times its normal length, to his evident discomfiture but his dads’ fierce glee. With first pals like that, who needs psychotic narcisssists?

  • Daniel

    P.S. Michael, I have a feeling the world (and JC Penney) is going to get along just fine without your ilk. In case you hadn’t noticed, it’s already begun to.

  • @Daniel: I know you to be a man who is careful with words. “Discomfiture”? Not simply “discomfort”? But you’re right. The sister’s arm looks like the brother’s stretched arm. That’s funny.

  • Scott

    Why is it that people with an opposing point of view have to be labelled “nutjob group”? Is name calling an acceptable journalistic practice? Are they not people too? Are their views and opinions not supported and defended by the constitution? Are soldiers dying only for your point of view? Are you not “tolerant” of people who disagree with you? Do you expect to be taken as a serious journalist when you find it acceptable to label people who are different than you? And, anyone who finds the ad not to their taste is “uptight”? Sounds to me like you are no more tolerant than those you take pleasure in calling names.

  • ket

    Showing people being happy? How dare they insult me like this!

    Nah, I can’t even fake it. I hope JCP turns itself around with this sort of ad. It would be good for us all.

  • Jason

    Isn’t the Catholic Church another one of those anti-gay nutjob groups, or not anti-gay nutjob groups, or anti-gay but not nutjob groups, or something like that? Good thing no one of that ilk around these parts.

    Or maybe I’m wrong. Maybe the Catholic Church and the good believing Catholics who support it are unashamedly pro-gay like J. C. Penney is now.

  • Very cool that FB would post this. Super cool it would happen in Dallas.

  • @Scott: One Million Moms is a project of the American Family Association. You can study up on that group over on the Southern Poverty Law Center’s site. Bryan Fischer is the AFA director of issue analysis for government and public policy. Here’s something he said in 2010: “Homosexuality gave us Adolph Hitler, and homosexuals in the military gave us the Brown Shirts, the Nazi war machine and six million dead Jews.” I stand by the nutjob designation.

    I tolerate people who disagree with me — unless they disagree with me on certain issues. Like if someone is a white supremacist, then we’ll disagree on a bunch of stuff, and I won’t tolerate him.

    @Jason: I can’t defend the Catholic Church. Its leaders continue to embarrass me.

  • Pals

    The Dad on the right is clearly a bottom.

  • Avid Reader

    One Million Moms is laughable; as is using the SPLC for a source on anything.

  • Jennifer

    “I tolerate people who disagree with me – unless they disagree with me on certain issues. Like if someone is a white supremacist, then we’ll disagree on a bunch of stuff, and I won’t tolerate him.”

    Well said Tim Rogers. Bravo!

  • Eastside

    Good job JCPenney! Way to be forward thinking and welcoming.

  • Daniel

    Tim,

    Discomfiture connotes embarrassment or awkwardness, which is how the kid looks to me. He oddly doesn’t appear to be especially uncomfortable.

    [/defensiveness]

  • MCC

    I am disgusted and outraged at this ad. I will be boycotting homosexuals for the foreseeable future due to their endorsement of JCPenney and their substandard retails wares. NO ONE IS BORN WITH THE DESIRE TO SHOP AT PENNEY’S IT IS A LIFESTYLE CHOICE.

  • @MCC: like, +1

  • Tammy

    If you want to be gay, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat. I’m not shopping at Penney’s anymore. I’m tired of this being flaunted and everyone being so PC about everything. Penney’s has crappy clothes anyway….just a tad better than Walmart.

  • Blake

    @MCC You even got the “nutjob” all-caps rant line in there. Very nice.

  • Love the ad!

  • mynameisbill

    @Tammy….you don’t have to swallow what the gays are trying to shove down your throat. You have the right to spit it out if it sickens you. Shalom!

  • zobzerto

    “If you want to be gay, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” –Tammy, 2012

    “If you’re black and you want equal rights, fine! But I’m frigen sick and tired of this “black” lifestyle being shoved down my throat.” –Tammy, 1960

    “If you’re a woman and want to vote, fine! But I’m frigen sick and tired of this “feminist” lifestyle being shoved down my throat.” –Tammy (without a hint of irony), 1919

    “If you don’t want to own slaves, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” –Tammy, 1861

  • Dubious Brother

    Not all Black people are thrilled with the Gays trying to make a life style choice equivalent to a civil rights movement where people were denied access to public places because of the color of their skin. If they ever do find a gay gene, the gays will become “right wing anti-abortion fanatics.” “Gee Ms., good news and bad news, it’s going to be a boy but 95% chance he will be gay. Shall we bring in one of our termination counselors to help you through this very difficult time?” It seems that over 90% of mothers of babies that test positive for Down Syndrome abort the baby now? Up next, obese, alcoholic, left handed …..

    It is curious that this blog chooses to show this ad today but no mention of the initial exposure of the extent of JWP’s corruption.

  • S. E.

    The majority of the comments are supportive, many witty and lighthearted with only a few being truly hateful. To those haters I say this: Use that negative energy you use so feverishly to discriminate against us and BUY A FUCKING CLUE!!! Clueless idiots! We ARE born this way. It’s been scientifically proven and no matter how hard you thump that bible on your or anyone elses head, your ignorance is futile. There, I feel better. GO JCP!!!

  • Mack

    Zobzerto,
    Allow me to add to your list…..

    “If you want to have 2 or more wives, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” —Tammy, 2014

    “If you want to have a husband and a wife, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” —Tammy, 2016

    “If you want to marry your sister, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” —Tammy, 2018

    “If you want your pet to be your lover, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” —Tammy, 2019

    “If you want to clone your dead girlfriend, fine! But I’m frigen sick and tired of this lifestyle being shoved down my throat.” —Tammy, 2022

    The mistakes and wrongs from the past DOESN’T necessarily make the wrongs of today right!

  • I want to start a new punk band called Tammy Can’t Swallow….

  • MLO

    What a funny, lively, sweet advertisement. Presumably, though, I’m biased, since I am one-third of a two-dad-one-daughter family. Bravo, JC Penney!

  • Paul

    Tim – Thanks for the great post! Kudos to JCP for not letting the haters slow them down. My family is certainly spending more money at both JCP and Starbucks. Our money goes with our values one of which is equality for all. How anyone could find this ad offensive is beyond me!

  • Emily

    @Tim – I will personally bring you some clothes… you may not believe it, but I guarantee you’ll love them.

  • Jason

    I’m left wondering two things. First, since it’s the Catholic faith, not just the Catholic Church, that considers gays “intrinsically disordered”, what if anything is there left for Catholic Tim to defend after he distances himself from that Catholic faith. Second, I wonder how many gays will actually be supporting JCP by buying their clothes, as opposed to supporting JCP by cheering their ad buys on a blog. News hasn’t been that good for JCP of late. They need the bucks.

  • Drew

    Good lord, this was a newsworthy story and it gets everyone’s bees up in their bonnets. Everyone needs to just take a deep breath, relax, and ask themselves how it impacts their typical day because for 99% of you, it doesn’t. Period.

    Tim, thanks for posting. I found this very interesting and a surprising change for a company like JCP. I say good for them. They’re marketing to a demographic that is prevalent on this planet and typically has a higher than average disposable income.

    For those of you who are appalled or offended, it’s simple: don’t shop there. Shop elsewhere. Go to your Wal-Mart or similar mart, maybe at 3am when it’s empty, so you don’t have to be appalled or offended by two very normal looking gay men and their adorable children.

    It’s lifestyle choice about like being black, Asian, Indian, etc. is a lifestyle choice. Open your minds a wee bit, folks.

  • momof3

    Love the ad ! Just wish this family lived next door to me on the eastside instead of in the OC. I will definitely be giving the new store on Skillman a try.

  • yardbird

    Does JCP carry special mormon undergarments? If so, they need to advertise that fact. The sisterwives need to know!

  • Pam

    Way to go JCP. We’re all children of a loving God/Universe. No reason to hate. Love is the key. Fabulous to see these two loving dads loving their kids!

  • Max Fenster

    I’ll definitely be spending at JCP this weekend.

  • John V.

    Any kid who sees this add will now grow up gay. So if enough see it we could see a decline in the world’s population which means ewer customers for JC Penney. What were they thinking?

  • nitpicker

    Tim, there’s some hope in the church.

  • Americano

    So the writer feels so strongly about this issue that he’ll type a few pithy comments but not support JCP with his dollars. Wow, he has me convinced!

  • zobzerto

    @Mack: That’s a lovely slippery slope you’ve got there. Who do you think you are? Rick Santorum?

  • Susan Bauer

    This is how JCP honors all the dads in our nation, by shoving the gay ones in their face! I’m tired of the gay agenda and I don’t think I am alone. I will not be shopping at J C Penney any more. James Cash Penney would not agree with this policy.

  • Kiki

    I’m going to be spending at JCP this weekend, too! Loved the mother’s day ad and think Cooper and Todd are great guys with a gorgeous family!

  • Robert Huntley

    I don’t care how other people live. Just don’t try to appear main stream and shove it down my throat.
    J.C. Pennys will not be getting any more of my business.

  • MCC

    Thank goodness the LIBERAL D MAGAZINE moderators have started approving some SANE comments regarding this post. I am so SICK and TIRED of gays shoving their JCPENNEY AGENDA down my throat. This is a CHRISTIAN NATION founded on CHRISTIAN VALUES, first and foremost of those is WEEKLY SALES. Every day prices? MONTHLY sales? NO NO NO. WHAT WILL OUR CHILDREN THINK IF THEY SEE A SUNDAY AD WITH “EVERYDAY PRICES”? IT IS NOT NATURAL NO IT IS NOT.

  • Adolf H.

    Sure is a lot of hate being thrown around here.

  • Reader

    I’m curious just how long ago or often all these people who will no longer shop at JCP because of the ad actually shopped at JCP.

  • towski

    By no small coincidence, shortly after @Robert Huntley’s post, Levi Strauss filed for bankruptcy, projecting a massive future loss in the Dockers division.

  • Libertarian1965

    The problem for JCP Is that those uptight consumers will give them the finger and shop @ Kohl’s. JCP will die a slow death just like CNN.

  • Dubious Brother

    @yardbird – Not sure about the Mormon undergarments but I do have another question – If Todd and Cooper convert to Islam, which one would have to wear the burka and could they get it at JCP?

  • mynameisbill

    The divorce lawyers are gonna have mighty big case loads when same sex marriage is legalized in Texas. All those good, heterosexual Christian husbands will be overcome by their true desires and start leaving their wives en masse. I can see it now:)

  • Jen

    Love the ad! Happy father’s day to ALL the dad’s out there!

  • mack

    Everyone on this board applauding JCP efforts apparently are not shopping there. The drop off in sales can be attributed to the new pricing policy and to some extent the marketing strategy. Penney swinging a punch in the culture wars are causing them more harm than good. My opinion is that cooperations should stay out of controversial culture wars and stick to selling their wares.

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    The sign outside the J.C. Penney store is seen in Westminster, Colorado in this February 20, 2009 file photo. REUTERS/Rick Wilking/Files

    By Phil Wahba

    NEW YORK | Tue May 15, 2012 9:29pm EDT

    (Reuters) – J.C. Penney Co Inc’s early effort to remake itself as an affordable fashion-oriented retail chain and wean consumers off discount coupons took a much bigger-than-expected toll on sales in the first quarter.

  • yardbird

    @DubiousBrother. Traditionally when a male gay couple converts to Islam, the “bottom” wears the burka.

  • Donna

    Since homosexuals only make up 3% of the population in the United States, this is a pretty small segment of the buying public Penney’s is trying to target – hope they can float with 3%.

  • Bob

    If you want to keep something from being shoved down your throat, perhaps you should just keep your mouth shut. Isn’t that what the “abstinence-only” folks say? Or is it “just say no”? I get so confused about all these people trying to tell me how to live my life.

  • susan

    @Mack….
    “My opinion is that COOPERATIONS should stay out of controversial culture wars and stick to selling their wares.” learn to spell, C-O-R-P-O-R-A-T-I-O-N-S before you comment.

  • MCL

    I’m thinking the preponderance of positive comments is NOT any sort of indication of the coming universal acceptance of the whole “gay” fad, but more a demonstration of the belief system of a preponderance of D Magazine readers. Don’t make too much out of it. The left are always trying to convince us that more and more people believe the way they do, and they are always using less and less scientific methods of doing so.

  • Bob

    @MCL: Please explain what you mean by “the whole ‘gay’ fad”. I have long thought that my being “gay” was a personal characteristic with which I was born, but if you think that it is really just a “fad”, then I will have to reconsider being gay because, you know, I never go in for fads.

    You seem to think that being “gay” is a “left” thing to do, some sort of political thing. Don’t read much, do you? Ever heard of Mary Cheney (daughter of Dick Cheney)? Log Cabin Republicans? Richard Grenell (he was just appointed by Mitt Romney as his foreign policy spokesman for his presidential campaign and then allowed to quit under pressure from anti-gay Republicans).

    Bottom line: Being gay is not a fad. Being gay is not a political statement. Please take your ignorance someplace else, someplace where you won’t embarass yourself.

  • Ben Dover

    Has anyone ever really taken a moment and thought deeply about this? Forget religion, race, creed, gender… there are 4 HUMAN BEINGS shown here, who obviously love each other. This is about love, strip away the outer shell and look into the emotion. We all have the capacity to love, cherish, and respect ANYONE if we want. It makes me smile to see how happy they are. Who cares about the fact they are two men raising two kids, as long as they raise them in a loving, caring, respectful home.

  • Aaron

    “If you want to keep something from being shoved down your throat, perhaps you should just keep your mouth shut. Isn’t that what the “abstinence-only” folks say? Or is it “just say no”? I get so confused about all these people trying to tell me how to live my life.”

    Personally, I couldn’t care less if guys love guys, or a woman marries a woman. What I care about is when someone says that they personally wouldn’t do it, they are considered bigoted and intolerant. To each their own, as far as I’m concerned. Just stop telling me that I’m a bible thumping redneck because I won’t marry another guy.