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.”

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