It's been a great week for acceptance of diversity. And now, Honey Maid continues that trend as we head toward Fourth of July weekend with a new ad that explores what it means to be American through the lens of a Dominican family of immigrants.
The Mondelez graham cracker brand's "This Is Wholesome" campaign has celebrated same-sex, mixed race and blended families. This new spot from Droga5 takes the brand into multicultural territory, as we meet the Gomez family, who are celebrating Independence Day as American citizens.
Arisandy, an environmental engineer, and Cindy, a realtor, show off their three children, and discuss the difficulties they've faced as a immigrant family—and also the deeply meaningful connection they have to the U.S., as we see them lighting sparklers, having a cookout and (product alert) grilling s'mores.
The U.S.'s foreign-born population has grown by 31 percent in the past decade to 76 million people, or one-fifth of the total population, according to Honey Maid. Consumers are are encouraged to share their love for all families with the hashtags #MeltingPot and #ThisIsWholesome.
"Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are," said Gary Osifchin, portfolio lead for biscuits at Mondelez International. "The Gomezes embody the resonant strength behind America's blended and diverse culture. It is an honor to highlight their family's experiences and traditions this Fourth of July."
CREDITS
Client: Mondelēz International / Honey Maid
Senior Director, Biscuits North America: Gary Osifchin
Senior Brand Manager: Mikhail Chapnik
Senior Associate Brand Manager: Jared Moran
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Associate Creative Director: Tara Lawall
Associate Creative Director: Devon Hong
Copywriter: German Rivera Hudders
Art Director: J.J. Kraft
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast: Ben Davies
Associate Broadcast Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Matt Springate
Senior Communications Strategist: Taylor Hines
Senior Social Strategist: Kat Popiel
Social Media Manager: Rob Engelsman
Data Strategy Director: Katty Lein
Data Strategist: Annie Corbett
Group Account Director: Brett Edgar
Account Director: Amanda Chandler
Account Manager: Jasmine McDavid
Associate Account Manager: Amy Rosenberg
Project Manager: Andra Johnson
Production Company: Variable
Director: Jonathan Bregel
DOP: Stuart Winecoff
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Production Supervisor: Paige DeMarco
Editorial: Variable
Editor: Jonathan Bregel
Co-Editor: Alex Moratto
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Postproduction: Nice Shoes
Colorist: Sal Malfitano
Flame Artist: Jason Farber
Music: Music Bed
Composer: Adam Taylor
Sound: Defacto Sound
Sound: Sonic Union
Mixer: Rob McIver
Public Relations Agency
Weber Shandwick Worldwide
Lauren Danis, Executive Vice President
Michael Schiferl, Executive Vice President
Caroline Lainio, Vice President
Libby Tierney, Director
Andrea Clift, Group Manager
Media Buying Agency
MediaVest
Jamie Glastein, Associate Media Director
Ridah Mannan, Connections Manager