Hallmark has debuted its first-ever ad featuring a gay couple.
As part of its “Put Your Heart to Paper” Valentine’s Day campaign, presumably from agency of record Leo Burnett, the brand released a two minute interview with lesbian couple Eugenia and Corinna. The campaign features interviews with couples where Hallmark asks them to describe how they feel about each other without using the words “I love you,” feeding into the line, “This Valentine’s Day go beyond ‘I love you,'” which precedes the “Put Your Heart to Paper” tagline.
While Hallmark has made cards celebrating gay marriages since 2008, this campaign marks the first time the brand has featured a gay couple in an advertisement. Hallmark now joins a growing list of brands, including Honeymaid and Oreo, which value inclusion over any potential backlash from bigoted consumers.