Ad of the Day: Honey Maid Celebrates Single Dads, Gay Dads, Punk Dads and More

Ever since Cheerios struck unexpected marketing gold with its subtle ad about an interracial family, brands seem to have woken to the realization that inclusiveness can be a good thing. Or even a great thing. And this week, no one's more inclusive than Honey Maid. The graham cracker brand has launched a new spot from Droga5 called "This Is Wholesome," featuring real-life parents from many different backgrounds. Although it's only a :30, we see at least five different families, not one of which fits into advertising's usual white, heterosexual paradigm. There are gay dads, two mixed-race families (one military), a single dad and a punk-rock family that dances around dad's drum kit. This level of ultra-diversity could easily feel forced if the footage hadn't been selected and handled so deftly. The three corresponding documentary clips below also complement the campaign's storytelling and highlight that these are real families and neighbors. The warmth of the campaign gets doused a bit when corporate parent Mondelez International discusses the ad, but I suppose you have to give them points for practicality. The campaign's news release opens with stats on the number of U.S. single-parent families (20 million) and Hispanic families (11.6 million), along with the fact that one in 12 marriages are interracial. "We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media," marketing director Gary Osifchin says in a statement. "We at Honey Maid continue to evolve and expand our varieties to provide delicious, wholesome products so they can be a part of everyday moments of connection in a world with changing, evolving family dynamics." CREDITS: Client: Mondelez International / Honey Maid Senior Marketing Director, Wholesome Sweet: Gary Osifchin Senior Brand Manager: Tracey Benitz Senior Associate Brand Manager: Funbi Ibe Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Ted Royer Executive Creative Director: Kevin Brady Senior Copywriter: Nathan Lennon Senior Art Director: David Gibson Chief Creation Officer: Sally-Ann Dale Head of Broadcast Production: Ben Davies Producer: Bill Berg Head of Brand Strategy: Ted Florea Brand Planning Director: Matthew Springate Group Communications Strategy Director: Colleen Leddy Communications Strategist: William de Lannoy Account Director: Jodi McLeod Account Manager: Joan Wortmann Assistant Account Manager: Jasmine McDavid Production Company: Brainwash Production Company: Jefferson Directors: Martin + Lindsay DOP: Carlos Veron Executive Producer: John Marias Producer: Tanya Stephens Editorial: Lost Planet Editorial Editor: Christopher Huth Assistant Editor: Adriana Machado Executive Producer: Krystn Wagenberg Producer: Kate McCormick Postproduction: MPC Managing Director: Justin Lane Senior Producer: John Skeffington Telecine: Adrian Seery Music: Search Party Music Executive Producer: Eric David Johnson Assistant Music Producer: Winslow Bright Composer: John Askew Sound: Sonic Union Mixer: Paul Weiss

Brand Marketing

Ad of the Day: Honey Maid Celebrates Single Dads, Gay Dads, Punk Dads and More

Reclaiming the word 'wholesome'

David Griner

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

David Griner