- With a theme of “rewriting the rules,” David’s Bridal’s latest advertisement features a same-sex couple, a first in the company’s 60-year history.
- The 30-second ad, which will air on TV and social media, also features interracial couples and one bride holding a child in her arms.
- The announcement was met with enthusiasm on social media.
David’s Bridal is featuring a lesbian couple in its latest marketing campaign, a first for the clothing retailer that specialises in wedding gowns and other special occasion dresses, AdAge reported last week.
The advertisement’s theme of “rewriting the rules” is meant to help the company “communicate its offerings to all types of brides,” Liz Crystal, chief marketing officer, said.
“We wanted to make sure this spot represented what we see from brides today,” Crystal told AdAge. “We value every type of bride.”
The ad, which will air on TV and social media, also features interracial couples and one bride holding a child in her arms, according to The Advocate.
The new campaign featuring “non-traditional” brides comes just two months after David’s Bridal filed for Chapter 11 bankruptcy in a deal to reduce its debt by more than $US400 million, INSIDER previously reported.
“For more than 60 years, David’s has delivered beautiful, high-quality dresses and accessories for our customers’ most special occasions, and the actions we are taking will enable us to build on that tradition,” CEO Scott Key said in a statement at the time.
Following the US Supreme Court’s landmark 2015 decision legalizing same-sex marriage, same-sex weddings contributed “about $US1.6 billion to the national economy and $US102 million to state and local tax revenue,” according to a 2016 report from the Williams Institute on Sexual Orientation and Gender Identity Law and Public Policy.
The announcement was met with enthusiasm on social media.
My wife bought her wedding dress at David’s Bridal in Ottawa. She was so damn beautiful!
— Susan Wagner-White ????????????️???? (@SueWagnerWhite) January 9, 2019
Traditions were meant to be broken. https://t.co/jD6MwsiGcJ
— SnakeLady???? (@snakelady) January 10, 2019
— Alaina Leary (@alainaskeys) January 8, 2019
Watch the 30-second ad here:
to get INSIDER’s favourite stories straight to your inbox.
Business Insider Emails & Alerts
Site highlights each day to your inbox.