Honey Maid Presents a 'Blended Family' in Latest Spot

Droga5 Features Another Modern Family in This Documentary-Style Spot

Published On
Sep 10, 2014

Editor's Pick

Droga5 returns with another take on the modern-but-still-wholesome family -- one that says grace at the table, snacks on Honey Maid ... and includes two moms and two dads.

The Mondelez graham cracker brand was on the receiving end of some hateful comments earlier this year in response to a spot that featured multiple versions of the American family. Among the examples were same-sex and interracial couples with their children. Much like last year's mixed Cheerios family, the depictions enraged some dark parts of the internet.

This time, Honey Maid introduces viewers to a new family that was born out of divorce. The mini-documentary, which offers commentary from a young boy and all his parents (biological mom and dad and both step-parents), presents an expanded family unit without any suggestion of stigma. It provides a reminder that a "blended family" isn't necessarily a broken one.

Credits

Date
Sep 10, 2014
Brand:
Honey Maid
Client:
Honey Maid
Agency:
Droga5-New York
Chairperson:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Kevin Brady
Copywriter:
Tara Lawall
Copywriter:
Nicholas Bauman
Art Director:
Devon Hong
Art Director:
Sean Park
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Senior Producer:
Anders Hedberg
Interactive Producer:
Benny Goldman
Brand Strategy:
Matthew Springate
Communications Strategist:
Will de Lannoy
Group Account Director:
Jodi McLeod
Account Manager:
Joan Wortmann
Associate Account Manager:
Jasmine Moesel
Production Company:
Uber Content
Director:
Eliot Rausch
Executive Producer:
Preston Lee

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Project Type