For one department store, Christmas is no longer about the traditional family.
The department store Kohl’s is using the holiday season to promote diverse families, and their latest commercial features a gay male couple as part of the family dinner festivities.
The commercial is part of the store’s latest campaign, titled #AllTogetherNow, which began launching its commercial spots on Nov. 12. The dinner ad begins with a family preparing a holiday meal. The kitchen is bustling with activity, and the ad shows an overview of a beautiful bounty of food, followed by a dinner table scene. That’s when you notice the gay couple at the head of the table, sharing a toast and acknowledging some type of celebration that appears to be their engagement. The couple ends with a gentleman moving for an extremely pregnant woman.
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“The best of the holidays? Being together with family and friends of course,” said the department store’s officials on the company’s official YouTube page.
Those commenting on the commercial, so far, offer only positive comments, but there will be more opportunities to comment over the Christmas season because this isn’t the only commercial the store has planned.
The company has seven more it scheduled for release, with all of them featuring personal stories from each of the family members shown in the first commercial. Kohl’s officials said the effort is to get a holiday point of view from those in a multi-generational family tree. The company also took inspiration from The Beatles tune of the same name and uses it in the commercials.
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Will Setliff, Kohl’s Executive Vice President-Marketing, said the holiday campaign “focuses on how Kohl’s is bringing modern families together in unexpected ways.”
The campaign includes a lot of social media interaction, including a storytelling pop-up truck in New York intended so families can tell others about their traditions that will be posted on social media.
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