Big changes at JC Penney: the new JCP logo identity, elimination of coupons and daily sales, and the selection of Hollywood celebrity entertainer Ellen DeGeneres as the new spokesperson for the American retail brand. And the retailer’s new Father’s Day ad features a same-sex couple of two dads with their children. The ad features real-life couple Todd Koch and Copper Smith sitting on the floor smiling with their son and daughter in a living room backdrop with the ad copy that reads, “First Pals. What makes Dad so cool? He's the swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two."