For the first time ever the wedding gown giant David’s Bridal has featured a female couple in one of its ads. The move toward inclusion of various kinds of brides comes after the Pennsylvania-based company filed for bankruptcy last year, according to Ad Age.
The ad, titled "Rewrite the Rules," features several couples on their big day, including a female couple, mixed-race couples, and one couple saying “I do” with their baby already in their arms. The new ad focuses less on the dresses than past ones and more on the people who are marrying.
"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 bridal company’s shift in focus comes after it filed for bankruptcy in November, listing more than $500 million in liabilities. Retailers like David’s Bridal have faced challenges in recent years from start-ups, Ad Age reports.
The current 30-second spot that features queer brides dancing will air in TV spots and will appear on social media.
Watch the ad below.