For every offensive ad that lacks diversity or trivializes gender violence, there’s a progressive brand that uses its marketing powers for good. Mattel broke down gender barriers by casting a boy in the new Moschino Barbie ad and Campbell’s featured two dads in a recent commercial. In the latest Kohl’s ad, we see an extended family coming together to celebrate Thanksgiving, including a young same-sex couple and an older interracial couple. The 30-second commercial is the first of eight that will feature various relatives in a multi-generational family.
The ad is part of Kohl’s #AllTogetherNow campaign, which promotes inclusivity in race, gender and sexual orientation. Will Setliff, Kohl’s Executive Vice President of Marketing, says the campaign “focuses on how Kohl’s is bringing modern families together in unexpected ways.” Kohl’s is asking social media users share who they’re spending the holiday with using the hashtag #AllTogetherNow.
We can’t wait to see what other ads Kohl’s has in store this season. The first commercial is titled “Celebrate Togetherness” and by promoting equality and combating stereotypes, Kohl’s is doing just that. Bravo!