{"id":188,"date":"2020-11-02T13:35:13","date_gmt":"2020-11-02T13:35:13","guid":{"rendered":"http:\/\/playnprint.com\/cameron-advertising\/?p=188"},"modified":"2020-11-04T08:37:40","modified_gmt":"2020-11-04T08:37:40","slug":"redefining-wholesome","status":"publish","type":"post","link":"https:\/\/playnprint.com\/cameron-advertising\/redefining-wholesome\/","title":{"rendered":"Redefining Wholesome"},"content":{"rendered":"\n<p>For those who still think making a profit and making a difference are mutually exclusive, we present Honey Maid. This past spring, the<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>venerable graham cracker brand launched a spot depicting a variety of non-traditional families enjoying its products: a single-dad family; an interracial family; a rock n\u2019 roll-playing, tattooed family; a military family; and, strikingly, a two-dad family.<\/p>\n\n\n\n<p>The tagline leaves no doubt about Honey Maid\u2019s intent: \u201cNo matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video autoplay controls loop muted src=\"http:\/\/www.cameronadvertising.com\/wp-content\/uploads\/2014\/09\/HoneyMaid_Love.mp4?_=2\"><\/video><\/figure>\n\n\n\n<p>Andrew Solomon \u2013 author of the extraordinary \u201cFar From the Tree,\u201d about families with exceptional children \u2013 noted in The New Yorker, \u201cFor a long time, prejudice made a certain business sense. . . . The regressive side in the so-called culture wars was presumed to include a majority of American consumers; businesses, worried about their image, tended to defer to them. Now, Honey Maid, that old-fashioned brand of graham crackers, has launched an ad that shows, in the most radical and moving way of any national campaign so far, how much that has changed.\u201d<\/p>\n\n\n\n<p>Even more striking was how Honey Maid handled the inevitable backlash. As depicted in a follow-up spot released on social media, the advertiser commissioned two artists to create a \u201cLove\u201d sculpture made up of rolled-up printouts of negative tweets and emails \u2013 then surround that sculpture with rolled-up printouts of the 10 times as many positive messages it received.<\/p>\n\n\n\n<p>\u201cThe pacing of the spot is impeccable: the first half turns hatred into love, and the second half provides evidence of love itself,\u201d Solomon concludes. \u201cIn its first day online, it garnered more than 1.5 million views.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video autoplay controls loop muted src=\"http:\/\/www.cameronadvertising.com\/wp-content\/uploads\/2014\/09\/HoneyMaid_Love.mp4?_=2\"><\/video><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>For those who still think making a profit and making a difference are mutually exclusive, we present Honey Maid. This past spring, the&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[]},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/188"}],"collection":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":7,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/188\/revisions"}],"predecessor-version":[{"id":286,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/188\/revisions\/286"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/media\/122"}],"wp:attachment":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/media?parent=188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/categories?post=188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/tags?post=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}