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What Does JC Penney Have Against Antiquated Bigotry?

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Between Apple's (AAPL) gay-friendly icons and JC Penney's (JCP) marketing campaigns, a hate-filled bigot can't shop anywhere anymore!

With the possible exception of Paul Reiser and Greg Evigan, no American kid should have two dads. That’s, of course, the position of the anti-gay religious right group, One Million Moms. And, let’s face it, even Paul Reiser is probably a little too off-color for their tastes.

But if households containing two fathers must exist, says the organization, certainly no corporation should be celebrating them on the glossy pages of its catalogs. That’s why One Million Moms objected to a JC Penney Father's Day print ad featuring a real-life same-sex couple palling around with their two young children.  

“What makes Dad so cool?,” the copy read. “He's the swim coach, tent maker, best friend, bike fixer and hug giver -- all rolled into one. Or two.”

Let the boycott begin.

“JCP is continuing down the same path of promoting sin in their advertisements,” One Million Moms stated on their website. “OMM will continue to avoid shopping at JCP until they take a neutral stand.”

JC Penney has courted controversy from the Christian group before -- as recently, in fact, as Mother’s Day -- when it printed a similar ad featuring a two-mom headed household. Back in February, the retail giant apparently first took sides in the “culture war” by signing Ellen DeGeneres as a spokesperson.

But when the right wing pushes, the left wing pushes back. And when it comes to gay issues, the numbers have, so far, been on the side of civil rights. Liberal advocacy group SumOfUs has collected so many signatures for a thank-you card to JC Penney for its progressive stance, it may want to consider getting into the greeting card business.

In addition to the 82,509 people who have signed the virtual card, it has been shared on Facebook (FB) 40,075 times and Tweeted another nearly 2,000. Compare those numbers with the entire membership of One Million Moms, which is, by some estimates, about 950,000 members short of its organization’s name.

SumOfUs has rallied the masses to support corporations before. In March, when Starbucks (SBUX) became the target of a National Organization for Marriage boycott for getting behind same-sex marriage legislation in the Washington State legislature, the group launched its first thank-you card.

Today, that card boasts 650,826 pro-gay John Hancocks.

(See also: Apple Does 'Gay Friendly' in the Most Adorable Way Possible)
POSITION:  No positions in stocks mentioned.