Hell hath no fury like the Internet scored: Following backlash from LGBTQ+ groups and supporters, the Hallmark Channel promised to reinstate an ad featuring two brides kissing.
The saccharine station, known for its family-friendly (i.e. sugar-coated) programming, recently buckled to online pressure, pulling four of six Zola commercials depicting couples who wish they’d used the planning service for their big day.
.@hallmarkchannel’s decision to remove LGBTQ families in such a blatant way is discriminatory and especially hypocritical coming from a network that claims to present family programming and also recently stated they are ‘open’ to LGBTQ holiday movies. https://t.co/7S8tOdUnAW
— GLAAD (@glaad) December 15, 2019
Hallmark appeared to reject only those ads with a lesbian couple.
The removal was seen as a win for conservative groups like One Million Moms, which petitioned the network to cease running films or commercials featuring members of the LGBTQ+ community.
Created by the American Family Association, 1MM urged Hallmark to “keep sex and sexual practices—including the promotion of homosexuality, transgenderism, etc.—out of their movies.”
If not, the company risks “offending Christian views … BIG TIME” and “losing a big part of their market—because people just couldn’t be sure of what to expect,” according to the group.
As of press time, the petition, which launched Dec. 2, had more than 46,000 digital signatures.
Hallmark parent company Crown Media Holdings “agonized” over its decision to pull the ad, “as we’ve seen the hurt it has unintentionally caused,” Mike Perry, new president of Hallmark Greetings, said in a Sunday statement.
Hallmark will be working with GLAAD to better represent the LGBTQ community across our portfolio of brands. The Hallmark Channel will be reaching out to Zola to reestablish our partnership and reinstate the commercials. pic.twitter.com/p17nJpnjEB
— Hallmark (@Hallmark) December 16, 2019
“Our mission is rooted in helping all people connect, celebrate traditions, and be inspired to capture meaningful moments in their lives. Anything that detracts from this purpose is not who we are,” Perry continued. “We are truly sorry for the hurt and disappointment this has caused.”
Isn’t it almost 2020? @hallmarkchannel, @billabbottHC… what are you thinking? Please explain. We’re all ears.
— Ellen DeGeneres (@TheEllenShow) December 15, 2019
Gentle reminder to all the conservative white snowflakes out there that Jesus was brown and he’d be perfectly fine with gay marriage but definitely not okay with caging children. #BoycottHallmarkChannel
— Eugene Gu, MD (@eugenegu) December 15, 2019
LGBTQ families are families. We have spouses, kids, 9-5 jobs, grocery store trips, holiday get-togethers, moments of grace and happiness and loss and tragedy.
Our families matter. They are beautiful.
Shame on @HallmarkChannel for validating bigotry.#BoycottHallmarkChannel
— Charlotte Clymer🏳️🌈 (@cmclymer) December 15, 2019
Hallmark Christmas movies are like the Bible: a bunch of unrealistic stories and not a single mention of gay marriage. #BoycottHallmarkChannel
— Marie Connor (@thistallawkgirl) December 15, 2019
While the firm promised to reinstate the commercials, Zola reportedly said it will stop advertising on the Hallmark Channel altogether.
“The Hallmark Channel’s decision to correct this mistake sends an important message to LGBTQ people and represents a major loss for fringe organizations…whose sole purpose is to hurt families like mine,” GLAAD president and CEO Sarah Kate Ellis said in a statement to Hollywood Reporter. “LGBTQ people are, and will continue to be, a part of advertisements and family programming and that will never change.”
“GLAAD exists to hold brands like the Hallmark Channel accountable when they make discriminatory decisions and to proactively ensure families of all kinds are represented in fair and accurate ways,” she added.
Moving forward, Hallmark is working with GLAAD to better represent the LGBTQ community (which the company claims it already does in spades).
“Across our brand, we will continue to look for ways to be more inclusive and celebrate our differences,” Perry said.
Zola did not immediately respond to Geek’s request for comment.
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