Gay rights is a hot topic in today’s media, hence why Nabisco seems to be the talk of the town right now.
Nabisco’s recent thirty-second TV commercial, “This is Wholesome”, featured a multi-racial family, as well as a gay couple and a father who proudly sports a full tattoo sleeve. While this commercial emphasizes smiles, laughs and happy children, many viewers found it less-than heartwarming.
The ad says, “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.”
To many, the commercial meant huge progress for the gay and multi-racial community, while other communities such as right-wing, conservatives and anti-gay groups lashed out. To these communities, for Nabisco, a snack-food company, to promote gay rights and multi-racial families to the public seemed like terrible idea.
Sweeping social media comments ranged from “Just because something is legal doesn’t make it wholesome…and this wasn’t. So long, Nabisco!” – Brandon Garrett, to “Wow…great things to teach our children, disgusting!” – Denise Tower Clift.
Without hesitation, Honey Maid took a stand and fought back against the hate. Hiring two creative artists to take the negative comments and turn them into one positive message.
On April 3rd, Honey Maid launched “Love”, a video showing two artists taking printed copies of the negative comments received, rolling them up, and spelling out “Love.” Then, using hundreds of rolled up pieces of paper that contained positive comments, the artists placed these positive comments around the negative comments creating a beautiful sculpture that embraced the negativity, creating one positive message, love.
The video then goes on to say, “…Proving that only one thing really matters when it comes to family…Love”.
Although some still disagree with the campaign, needless to say, Nabisco handled the situation creatively and respectfully.
Read more about it, here:
Check out the original 30 second commercial:
And this video on the making of the artwork: