Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
The mainstreaming of ads with gay couples, which really accelerated in 2014 thanks to brands like Honey Maid, continues into 2015—and now it's Hallmark's turn to join in.
The greeting-card company is gay friendly—it's been making gay marriage cards since 2008. But it evoked some ire from the gay community in 2013 when it replaced the word "gay" with "fun" on a "Deck the Halls" Christmas ornament in 2013. Also, it's one thing to sell gay-friendly merchandise—it's another to feature a gay couple in a commercial, as Hallmark has now done in its new "Put Your Heart to Paper" campaign for Valentine's Day.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in