I am not a fan of banks. If you do even basic research into any major bank’s history you’ll find it to be steeped in a terribly amoral foundation. I do not for a second believe that advertisements reflect a companies true value system, but rather the ads used carry out their core purpose which is to attract new customers.

With that being said, Wells Fargo’s lesbian centered ad is atypical to the average corporate attempt to appeal to the LGBT community. There is nothing covert about, “We’re going to be your mommies.”

Despite all that, I can’t pretend to not be touched by this add. I may not like banks, but at the moment I am proud to bank with Wells Fargo.