A Target spokesperson told TIME magazine that the campaign represents “the diversity of the communities we serve. The casting of this couple and their son is in line with previous marketing that Target has created including our Wedding Registry ad campaigns that have been running for the past several years.”
In August, Target’s executive VP Jodee Kozlak said in a blog post that “everyone should be treated equally under the law,” but same-sex marriage bans make it harder to attract talented employees and create uniform benefits plans.
Target signed onto an amicus brief to the U.S. Court of Appeals for the Seventh Circuit supporting two cases challenging state bans on same-sex marriage. Target has also received a 100% rating from the Human Rights Campaign Foundation’s Corporate Equality Index (CEI), which scores American businesses on corporate policies and practices pertinent to LGBT employees.