Honey Maid Hands the Haters Their Hats

[Content Note: Bigotry.]

Last month, I mentioned that Honey Maid had produced a cute new advert for their graham crackers which featured gay dads, a racially blended family, and a tattooed rocker dad redefining "wholesome."

As predicted, Honey Maid received a bunch of messages in response to the ad, some of which weren't very kind. So they made a second spot, and here it is:

Guitar music. Text Onscreen: "On March 10, 2014, Honey Maid launched 'This Is Wholesome,' a commercial that celebrates all families."

Clips from original ad: Two white dads bottle-feeding their white baby; two white dads walking their baby in a stroller; a black mom and a white dad walking with their three kids, swinging their daughter into the air between them; a close-up of the mom and dad holding hands; a tattooed white dad hugging his daughter.

Text Onscreen: "Some people didn't agree with our message."

Images of social media messages reading: "@HoneyMaidSnacks Your TV commercial is Horrible, NOT 'WHOLESOME'" and "DO NOT APPROVE!" and "Disgusting!!"

Cut to a large room, in which two thin, white, female artists are working with paper at a table. Text Onscreen: "So we asked two artists to take the negative comments and turn them into something else."

The artists begin rolling the printed out messages into tight tubes. The music broadens. Using glue guns, the artists begin to connect the rolls of paper on the floor. Roll after roll after roll.

The camera then pulls back to reveal that they've assembled all the individually rolled sheets of paper containing messages of hate into the word LOVE.

Text Onscreen: "But the best part was all the positive messages we received. Over ten times as many."

Cut to the artists rolling sheets of paper with the positive messages, these rolled so the messages are visible on the outside, rather than hidden on the inside. They begin to arrange them around the word LOVE.

In stop-motion, we see the room absolutely filling with the positive messages buttressing the word LOVE.

Text Onscreen: "Proving that only one thing really matters when it comes to family..." The camera pans across the room, and we see the LOVE floating in a sea of positive messages.

Text Onscreen: "Presented by Honey Maid. This is wholesome."

[H/T to Shakesville Contributor Misty.]

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