For the first time ever, David's Bridal has featured a same-sex couple in a new ad. The Pennsylvania-based company is taking a more diverse marketing approach after filing bankruptcy late last year, according to Ad Age.
"We wanted to make sure this spot represented what we see from brides today," David's Bridal's chief marketing officer Liz Crystal told Ad Age. "We value every type of bride."
The ad, titled "Rewrite the Rules," emphasizes non-traditional brides, such as female couples, or brides who are already mothers. The idea of "rewriting the rules" will help the brand communicate its offerings to all types of brides, according to Crystal.
The current 30-second spot that features queer brides dancing will air in TV spots and will appear on social media.
David's Bridal Says 'I Do' to Same-Sex Couples in New Ad
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