This shouldn’t be a big deal, but it is.
Actually, it’s a HUGE deal. Target just did something truly significant (and we’ve got to say, beautiful) in their latest ad. Watch it, and see if you can spot the moment they kind-of make TV history.
Did you see this happy little kid? With her dad?
And did you see this little kid? With his TWO DADS?
Yeah. This is the first time a same-sex couple has appeared in a Target ad, and it’s pretty goddamn significant. Casting agencies play it very safe, as a general rule. They’re more likely to cast Caucasian, heterosexual actors in just about everything ever — it’s well known that TV has a huge diversity issue and that starts right in the casting agent office.
So don’t underestimate the importance of this moment.
It’s not just the ad. Target has come out alongside other big companies in public support for same-sex marriage. When you consider that 380,000 people work for Target and the company has assets worth up to $16 billion, the impact of that support is potentially enormous.
A Target representative told The Huffington Post: “Target is committed to diversity and inclusion in every aspect of our business, including our marketing efforts. The casting of this couple and their son is in line with previous marketing that Target has created.”
Of course, there have been some predictable voices of dissent. Anti-gay groups in the U.S have publicly declared their boycott of the company and encourage everyone to do the same. Which is predictable and stupid.
This gallery is for them. ATTN: Homophobes.
Top Comments
I like this. I cynically thought this piece would be about something they'd done which would seem sweet but would have actually have been a clever piece of marketing. But this has the potential to offend customers and they've still done it.
Just a side note that casting agencies/directors don't get a say in the final casting of the TV commercial. The producer s and directors send a description of physical characteristics as well as personalities types of the talent they would like to play the roles. Casting directors then get in the best people they know as close as these descriptions as they can. If race etc isn't mentioned then we would go nuts with diversity. In the end it is the brand that gets the final say in who appears on screen chosen from the people we have provided to audition from their original brief. :) sorry about grammar, written rushed on my ipad in a car