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When it comes to companies coming out to support same-sex marriage, many have decided to stay in the closet. Retailer J.C. Penney has released a Father’s Day print ad featuring a real-life same-sex couple. Todd Koch and Cooper Smith are featured in the ad hugging and loving their two young children. The copy  reads: “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.”

J.C. Penney has certainly been one of the leaders in the movement, perhaps as part of its rebranding strategy. I’m not sure if anyone still shops there but maybe this could increase traffic and sales.  This is not the first time J.C. Penney has decided to plug the LGBT community. Earlier this year, the retailer came under fire for its decision to employ the openly gay talk-show host Ellen DeGeneres as its spokeswoman for commercials and print ads. A conservative group, One Million Moms, criticized the retailer for abandoning “traditional values.” However J.C. Penney stuck with Ellen, releasing a statement that read: “Ellen represents the values of our company.”

What do you think about the ad? Do you feel companies are using same-sex marriage to increase sales? Sound off!