As the holiday shopping season approaches and Thanksgiving is right around the corner, brands are eager to showcase their festive advertisements. While many of these commercials tend to portray the idealized family—complete with a picture-perfect mom, dad, and two kids living in a pristine suburban setting—Kohl’s is earning accolades for its inclusive portrayal of modern family life.
In a recently launched commercial as part of their #AllTogetherNow initiative, we see a family returning home for the holidays. The ad opens with a mother preparing a meal in the kitchen, who then steps outside to greet her children. They arrive with their partners and extended families, featuring a vibrant mix of sizes, shapes, races, and sexual orientations. This diverse representation reflects the reality of family gatherings today, emphasizing that family comes in all forms.
Since its release, the ad has garnered over 56,000 views, with many viewers expressing gratitude for Kohl’s commitment to showcasing such a wide array of relationships—most notably, a charming same-sex couple. One viewer commented, “I don’t usually shop at Kohl’s, but I might need to pick up some gifts there this year.”
According to insights from Refinery29, this advertisement is just the first in a series that will highlight each member of the featured family. Additionally, Kohl’s will host a “storytelling pop-up truck” in Times Square this weekend, inviting people to share their unique holiday traditions on social media. Thus far, Kohl’s has crafted one of the most diverse and inclusive advertising campaigns of the year.
It’s astonishing that commercials, especially during the holiday season, often conform to a narrow definition of family, featuring groups that appear overly homogeneous. Many holiday ads depict families frolicking in matching sweaters, which doesn’t reflect the reality of most family gatherings. It’s refreshing to see brands like Kohl’s acknowledging this diversity.
One day, we hope that ads like these become commonplace and don’t warrant significant media attention, but for now, we commend Kohl’s for presenting a portrayal of family that resonates with countless individuals.
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In summary, Kohl’s has successfully redefined the notion of family in its holiday advertising, showcasing the beautiful variety within our gatherings and promoting a message of inclusivity.