Honey Maid's campaign featuring inclusive depictions of American families moves forward today with a spot showing a disabled aunt and her niece making apple and cheddar melts together on their graham crackers.
It's a simple, quiet 30-second spot, Cheerios-like both in its simplicity and its unspoken embrace of all types of families. Honey Maid has become one of the most famous brands embracing such diversity in its ads with same-sex couples, mixed-race, blended and immigrant families, and more.
The aunt in the ad is Stephanie Woodward, a disability rights lawyer and activist who is currently director of advocacy at The Center for Disability Rights. She signed on for the project, Honey Maid says, because she—and many in the disabled community—want real disabled people featured on TV and in the media, not actors playing disabled people.
Here is the 30-second online version of the spot:
Woodward was also drawn to the simple realism of the ad in a media landscape where disabled people are often portrayed "in either a pity or a superhero light." (By the way, while there is much debate around the language of disability, Woodward prefers the term disabled person to person with a disability. "I am a proud disabled woman and prefer not to identify with 'people first' language as it separates me from my disability identity," she says.)
The latest spot coincides with this weekend's 25th anniversary of the signing into law of 1990's Americans With Disabilities Act. Honey Maid says the ad is also one of the first to include audio descriptions on the 15-second TV version—describing what's happening on screen for blind and low-vision audiences—along with standard closed captioning.
The audio description spots will air on NBC and ABC networks only (NBC, Bravo, E!, Oxygen, ABC). The general spot will air on Nick@Nite, Lifetime, LMN and CBS.
"The 'This Is Wholesome' campaign launched in March 2014 and has been committed to featuring a cross-section of the American family," says Gary Osifchin, portfolio lead for biscuits at Mondelēz International. "From a same-sex couple and single dad, to a mixed-race military family, a blended and an immigrant family, the sweet moments between a disabled aunt and her niece are just another example of Honey Maid's commitment to feature real American families and the wholesome connections they share."
Here is the 15-second TV version:
Client: Honey Maid, Mondēlez International
Senior Director, Biscuits North America: Gary Osifchin
Senior Brand Manager: Mikhail Chapnik
Senior Associate Brand Manager: Jared Moran
Campaign: "This Is Wholesome"
Title: "Honey Maid: How to Make Apple & Cheddar Melts"
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Associate Creative Directors: Tara Lawall, Devon Hong
Copywriter: German Rivera Hudders
Art Director: J.J. Kraft
Chief Creation Officer: Sally-Ann Dale
Associate Broadcast Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Matt Springate
Senior Communications Strategist: Taylor Hines
Senior Social Strategist: Kat Popiel
Social Media Manager: Rob Engelsman
Data Strategy Director: Katty Lein
Data Strategist: Annie Corbett
Group Account Director: Brett Edgar
Account Director: Amanda Chandler
Account Manager: Jasmine McDavid
Associate Account Manager: Amy Rosenberg
Project Manager: Andra Johnson
Production Company: Variable
Director: Jonathan Bregel
Director of Photography: Stuart Winecoff
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Production Supervisor: Paige DeMarco
Editing, Postproduction, Audio: D5 Studios
Music: De Wolfe Music