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Company: Mondelez International
    View Company Scorecard / Contact Company
Brand: Honey Maid
Ad Title: This Is Wholesome
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: Droga5 NY
Year: 2014
Target: Gays & Mainstream
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Theme(s)

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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Taking a fresh look at the long-familiar advertising idea of "wholesome families," this commercial features a series of modern faces, including a gay male couple feeding an infant, a tattooed and bearded rock drummer dad, a single dad, and a multiracial family.

The narration, "No matter how things change, what makes us wholesome never will. Honey Maid, everyday wholesome snacks for every wholesome family. This is wholesome."

A longer-form version focusing just on the gay dads family, which includes narration by their son, was made as well -- http://www.slate.com/blogs/outward/2014/03/11/gay_family_in_commercial_this_ad_with_gay_dads_is_intensely_moving.html

Mondelez Marketing director Gary Osifchin says in a statement, "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. 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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