On March 10, 2014, the graham cracker company Honey Maid launched its “This Is Wholesome” commercial.
It was a commercial that acknowledged and celebrated all families, including a rocker family, a single dad, an interracial family, a military family and a same-sex couple with children.
Of course, Honey Maid knew their ad would provoke controversy, and it did. Many folks didn’t agree with their message of love. Anti-gay hatred was expressed with such comments as, “Horrible, NOT ‘WHOLESOME,’” “DO NOT APPROVE!,” and “Disgusting!!”
So, what did Honey Maid decide to do?
They decided to turn that little bit of hatred from various homophobic groups and individuals into a whole lot of love.
Instead of responding with more loathing or a generic press release to squash the opposing views, they asked a couple of artists to take all of those negative comments and creative something really, really amazing.
Watch the video above and see how those hateful comments (and ten times as many positive ones) turn into a breathtaking piece of typography art.
Most remarkable is the tagline of the ad: “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.”