Kohl’s Is Tackling Diversity, One Holiday Ad At A Time
As a part of the department store’s #AllTogetherNow campaign, Kohl’s has released a new video that has a lot of people talking. The new ad shows a diverse family going through the hustle and bustle of the holiday season. According to Advertising Age, the retail giant has put together an ad campaign that will explore each family member’s story.The main idea of the campaign will “focus on how Kohl’s is bringing modern families together in unexpected ways,” explained Will Setliff, executive of VP-marketing for Kohl’s. All together the campaign will feature a total of eight short clips ranging from 30 and 15 seconds in length.
The ad, titled “Celebrating Togetherness,” shows the very diverse family enjoying the craziness of a Thanksgiving dinner. What seems to be the controversial part of the 30-second TV spot is the inclusion of a same-sex couple that looks like they are about to make a big announcement. Users flocked to social media sites to express their frustrations or praise for the advert.