The Human Rights Campaign's HRC Back Story reports the following:

The Target Corporation will take no corrective actions to repair the harm that it caused by contributing $150,000 to an organization supporting a vehemently anti-gay candidate. In response, HRC will "devote $150,000 of its own resources to help elect a pro-equality governor and legislature in Minnesota."

The next governor will likely have the opportunity to either sign or veto marriage equality legislation in the Minnesota.

HRC President Joe Solmonese released the following statement:

All fair-minded Americans will now rightly question Target’s commitment to equality. If their initial contribution was a slap in the face, their refusal to make it right is a punch in the gut and that’s not something that we will soon forget. However, with full marriage equality hanging in the balance in Minnesota, regardless of Target, it’s important that we as a community send a message that we will work tirelessly to elect pro-equality candidates.

Target and Best Buy have – and no doubt will continue to have – model employment policies for LGBT people. We will continue to support those efforts. But before they can regain that exalted status among their consumers, they need to make things right in Minnesota. The nation’s LGBT community has shown these two companies enormous customer loyalty. Now it’s time for that faithfulness to be returned.

I love Target commercials. I have never been able to figure out why exactly, but I find them utterly charming and classy.

I can tell you what I do know: They have great music and production values. Helvetica titles. Modelesque multicultural actors. You never see a price, store interior, or employee-- they emphasize brands: those of products, designers, and Target itself.

The formula seems simple and innocent enough, yet it forms a gestalt that my lizard brain finds irresistible. Suddenly I’m pushing around a red shopping cart full of limited edition designer sheets, a case of Gatorade, and a giant decorator wall clock.

I know what triggers this behavior, so I am careful to watch for the signs. Hence, I was quick to notice when the latest Target commercial seemed to mark a change in tactics.

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