Why Kohl's Featuring a Same-Sex Couple in its Holiday Ad is Smart Business

"Togetherness" is the theme of the 30-second video spot. The same-sex couple appear alongside an adorable puppy, an older interracial couple, a coiffed grandmother and a variety of shiny kitchenware. The ad is the first of eight that will focus on different members of multigenerational family, according to AdAge. Kohl’s inclusion of a same-sex couple brings it in line with retail behemoths like J.C. Penney, Target and Ikea. Those brands faced some homophobic backlash after featuring LGTBQ people in their messaging, but the reaction to the Kohl’s commercial seems fairly positive so far.