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This should come as no surprise, as the JC Penny ads that featured Ellen DeGeneres and lesbian families are the only ones to incite a homophobic protest courtesy of One Million Moms. Like the other companies, they, too, featured men first. By Eoin O'Carroll Staff. How much do you know about gay rights in America? Both companies continue to show support for marriage equality in their stores and campaigns. Top trends marketers need to know for the holiday season.