Target's New Pride Commercial Will Make Your Queer Heart Sing

06/09/2015 03:28 pm ET | Updated Feb 02, 2016

Target is ringing in Pride month in a very big way, introducing a rainbow-themed clothing and accessories line as well as an inclusive ad campaign.

Unveiled June 8, the Minnesota-based retail giant's #TakePride line is available online and in select stores. It includes T-shirts, swim trunks and flip-flops, as well as headphones, iPhone cases and other products.

target take pride line

Pride Swim Short, Rainbow

The commercial that accompanies the campaign, which can be viewed above, pairs archival footage of LGBT rights milestones with colorful, time-lapse images and present-day Pride clips.

"We're not born with pride," a voiceover declares. "We take pride, pride in celebrating who we were born to be."

target flip flops

Pride Flip Flop Sandals, Rainbow Chevron

Laysha Ward, Target's Executive Vice President and Chief Corporate Responsibility Officer, said in a statement:

We’re making our message loud and clear: Target proudly stands with the LGBT community, both as a team member and team player through all that we do – from our volunteer efforts to our long-standing partnerships with groups like Family Equality Council and Gay, Lesbian & Straight Education Network, to the very products we carry in our stores and online.

pride t shirt

Pride Men's Sunday Funday, Navy

Target, which came under criticism in 2013 for reportedly making a donation to an organization that supported an anti-gay Republican gubernatorial candidate in Virginia, has made great strides toward inclusivity in recent years. Last year, the company signed an amicus brief in support of marriage equality, while a commercial for their "Made to Matter" product line featured two gay men painting with a child.

In 2012, the company created 10 Pride T-shirts, including two designed by Gwen Stefani, that were available online.

View a selection of products from Target's #TakePride line below:

  • 1 Pride Women's 50 Shades of Fabulous T-Shirt, White
  • 2 Pride Rainbow Chevron Earbud with Microphone
  • 3 Pride Kid's Thing Called Love T-Shirt, White
  • 4 Pride Men's Love is Love Tank, White
  • 5 Pride Flip Flop Sandals, Rainbow Chevron
  • 6 Pride Love Is Love Tumbler
  • 7 Pride Men's Sunday Funday Navy
  • 8 Pride Men's Vintage Love Is Love T-Shirt, Grey
  • 9 Pride Men's Unicorns On Fleek T-Shirt, Charcoal

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