As Thanksgiving approaches, brands are rolling out their advertisements for the holiday shopping season. Traditionally, these ads showcase the ideal family: a perfect mom, dad, two kids, and a picturesque white picket fence. However, Kohl’s is making waves with a holiday campaign that expands the concept of the “typical” American family.
In their latest commercial for the #AllTogetherNow campaign, we see a family returning home for the holidays. The ad opens with a mother cooking in the kitchen, who then greets her children at the door. The kids enter with their partners and extended families. They come in all shapes, sizes, races, and sexual orientations, illustrating that family can be a beautifully diverse tapestry of individuals.
Since its release, the commercial has garnered over 56,000 views, with many viewers expressing gratitude to Kohl’s for highlighting a wide array of relationships, including an endearing gay couple, in such a natural way. One viewer remarked, “I don’t usually shop at Kohl’s, but I might need to pick up some gifts there this year.”
According to Refinery29, this ad is just the beginning of a series that will delve into the lives of each family member. Additionally, Kohl’s is launching a “storytelling pop-up truck” in Times Square on Friday and Saturday, inviting people to share their unique holiday traditions through social media. Kohl’s is leading the charge with one of the most inclusive advertising campaigns of the year.
In a world where holiday commercials often depict a homogenous, picture-perfect family, it’s refreshing to see an ad that reflects the reality of many family gatherings. Most holiday advertisements usually show groups of people who look strikingly similar, playing in the snow in matching outfits. This is not the case for many of us, so it’s encouraging to see brands acknowledging this diversity.
Hopefully, one day ads like this will become commonplace and won’t attract so much attention. Until then, we applaud Kohl’s for presenting a modern interpretation of family that resonates with so many.
For more engaging reads, be sure to check out this insightful piece on infertility resources or explore this guide for those considering home insemination. If you’re interested in expanding your family, you can also visit our other blog post on advertiser disclosure.
In summary, Kohl’s has taken a significant step forward in representing the diverse makeup of modern families in their holiday advertising, fostering a sense of inclusion and relatability that many can appreciate.