A US food manufacturer that produced an advert featuring a same-sex family has hit back at the commercial’s critics.
The families portrayed included a father in the military, multi-racial parents and two gay dads. It was the latter depiction that caused most of the controversy.
One Million Moms, an offshoot of conservative organisation the American Family Association, condemned the ads as normalising sin.
“This commercial not only promotes homosexuality, but then calls the scene in the advertisement wholesome… There is concern about the way this ad is pushing the LGBT agenda, but an even greater concern is the way that they are changing the meaning of the word ‘wholesome,’” the group said in a statement.
A boycott of Honey Maid products has also been organised.
However, the brand’s owner, Mondelez International — which also produces Cadbury chocolate and Vegemite spread — seemed far from kowtowed by the controversy.
In fact, the company produced a video in response to the negative comments that is also seemingly designed to infuriate the naysayers even further.
In the new ad, two artists are surrounded with print outs of negative comments about the ad found on Facebook and Twitter, including remarks such as “disgusting” and “do not approve”.
These are then rolled up and fashioned into a sculpture that reads “love”.
Meanwhile, clips from the original ad, including the dads with their son, are repeated.
Watch the latest Honey Maid ad:
Mondelez said they received 10 times as many positive comments about the campaign than negative.
The original advert has now been viewed online over five million times while the follow up video seen by three million people in just three days.
The ‘Boycott Honey Maid’ Facebook page only has 442 likes.
Watch the original ad that started it all: