With the holiday season fast approaching, many brands are launching their festive advertising campaigns. Traditionally, these ads portray an idealized family: a perfect mom, dad, two kids, and a picturesque house. However, Kohl’s is earning accolades for their new campaign that redefines what the “typical” American family looks like.
A New Perspective on Family
In their latest commercial, part of the #AllTogetherNow initiative, we see a family returning home for the holidays. The scene opens with a mother preparing a meal in the kitchen, who then greets her children at the door. The kids arrive with their partners and families, showcasing a beautiful array of sizes, shapes, races, and sexual orientations. This portrayal reflects a more accurate representation of family life, illustrating that families come in all forms.
Viewer Reactions
Since its release, the ad has garnered over 56,000 views, with many viewers expressing gratitude to Kohl’s for their inclusive representation—especially applauding the cheerful same-sex couple featured. One viewer even mentioned, “I’m not typically a Kohl’s shopper, but I might just buy a few gifts there this year.”
Looking Ahead
Refinery29 reports that this commercial is just the beginning, as Kohl’s plans to release additional ads focusing on each family member. Additionally, they are launching a “storytelling pop-up truck” in Times Square, inviting people to share their unique holiday traditions through social media. This initiative is part of Kohl’s effort to create one of the most diverse advertising campaigns of the year.
The Need for Diversity in Advertising
It’s surprising how rare it is to find commercials—especially holiday-themed ones—that don’t conform to a sanitized, uniform ideal. Most often, these commercials depict families that are overly homogenous, filled with individuals who all look alike, frolicking together in matching outfits. This isn’t a reflection of many of our actual family gatherings, making it refreshing to see brands like Kohl’s acknowledging the rich diversity of family life.
Conclusion
One day, we hope that representations like this become standard and aren’t newsworthy, but for now, it’s important to recognize and commend Kohl’s for portraying a definition of family that resonates with so many of us.
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In summary, Kohl’s new holiday ad campaign marks a significant shift toward inclusivity, showcasing varied family structures that truly reflect our society. As we celebrate the season, it’s heartening to see brands embrace the diversity that exists in family life.