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A Macy’s holiday ad includes a black family, but excludes a father. People aren’t happy.

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It’s once again the happiest time of the year, and companies are attempting to target shoppers in the most creative way possible. Shoppers however claim that Macy’s missed the mark with its new advertising campaign.

In a new ad, the department store depicts images of families dressed in matching pajama sets. In one of photos, however, the father of a black family is missing.

People who caught the news on twitter were quick to slam Macy’s for feeding the absent Black father narrative.

One user on Twitter implied that the messaging is everything, and that the retail giant should consider the mindset of the consumer before released such an advertisement.

Another user responded: “Apparently Black men aren’t capable of raising happy families.”

In a statement to Fox News, Macy’s spokesperson Radina Russell apologized for the ad and reiterated the company’s corporate values:

“We appreciate our customers reaching out to share feedback on our holiday pajama images. We apologize. These are some of a number of images were that were intended to celebrate families and togetherness, and our intent was never to offend. It’s important for us to know when we have missed the mark, and we appreciate that our customers let us know. At Macy’s, we are guided by our corporate values of Acceptance, Respect, Integrity and Giving Back. We know we are at our best when what we do fully reflects the rich diversity of our colleagues, customers and communities nationwide. We have shared the comments with our creative team and plan will have a thorough discussion on how to be more thoughtful in the future.”

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