CONSHOHOCKEN, Pennsylvania, January 3, 2019 (LifeSiteNews) — The largest wedding retailer in the United States is “rewriting the rules” with a new marketing campaign showing for the first time in company history a same-sex couple in a television ad.
“We wanted to make sure this spot represented what we see from brides today,” David’s Bridal chief marketing officer Liz Crystal said. “We value every type of bride.”
The ad campaign includes a TV spot featuring non-traditional brides, showing a female couple and also a bride and groom holding their baby during the wedding ceremony.
In the ad, the female couple is seen dancing in wedding dresses, presumably at their wedding reception, before a male guest cuts in to dance with one of the brides.
David’s debuted the marketing campaign this week, according to a report from the industry news outlet Ad Age.
In the past, David’s ads focused more on the dresses and the customer experience in its stores and less on who is getting married, Crystal said. The thought of rewriting the rule with the campaign is meant to promote the company’s product offerings for brides, she said.
David’s was founded in 1950 and has approximately 300 stores in
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